Project—

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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!

CES 2019: The Brand and Consumer Takeaways

January 17, 2019
by Ben Levine, Peter Fasano, and Mike Tidmarsh

It’s mid-January, which means it’s time for every ad agency, technology company, data firm, and armchair blogger to write their recap of what happened at CES and what it means for our industries and the world around us.

And while we at Ogilvy are here shamelessly contributing to that post-Vegas noise, our hope is to provide a bit of a unique point of view. Our perspective is not so much centered around the technologies of CES as artifacts of progress or innovation, but instead what all of the innovation that surrounds CES means for consumers and the brands they interact with.

On Day One of CES, we wandered around the convention center floor. There, we saw a layout very similar to CES of past years: We entered through a parking lot full of autonomous vehicles into a central hall of major TV, phone and computer manufacturers. There was an entire annex for drones. Another for earth-bound robots. We wandered past a notably empty and abandoned area that had been reserved for cryptocurrencies. Past that, a field of people watching TV screens in beanbag chairs—the telltale sign of eSports in action.

Of course, there were some areas that seemed new or larger than they had been. There was a ton of 5G technologies featured, and even a healthy contingent of…connected adult device companies…in a not-so-nondescript corner of the hall.

But as we wandered, we found ourselves talking more about the practical applications of the technologies featured, rather than their novelty. As we were taking a look at a machine-learning ping pong robot, Peter muttered, “Iteration. Not innovation.” And while we don’t think that’s an original phrase coinage (even when talking about CES), it was an extremely accurate description for almost everything we saw last week.