2021 December 13 , Central Department Store
Derived from the universal shopping insight that we sometimes feel guilty when purchasing similar items or something we have already owned. For the final quarter of 2021, the toughest year affected by the worst combination of pandemic and economic. We believe that it is totally ok to spend money on something that could make us happier especially this year-end season. The campaign idea was created to make Thai people feel ok with themselves shopping at Central Department Store.
To promote the store's Black Midnight Sale, the campaign offers clever mental trick to give the shoppers an excuse to purchase more even on something they already have. Guilty Free Festival uses semantics to twist ‘guiltful’ into ‘guilt-free’ by renaming the product you feel guilty about buying and, like magic, you’re buying something you've never bought before. Totally legit!