OWN IT FIRST

Most people grew up with hand-me-downs at home, whether clothes, toys, household items, or even furniture, often as a way to save costs. Wolf BKK took this cultural habit as the key insight to create Central Midnight Sale: Own It First, a campaign that flips the meaning of saving. Instead of reusing what was passed down, the campaign reframes saving as being smart with money while enjoying something brand-new, with deep discounts on new collections across all departments.

The creative execution uses a conveyor belt as a symbol of passing things down from generation to generation. To bring the story to life, Wolf BKK collaborated with Suneta House to create a compelling film. The story follows a mother’s lipstick being passed from the mother to the eldest daughter, then to the son, and finally to the youngest daughter, who chooses to stop the cycle and invites everyone to shop for something new, to be the first to own it, at Central Midnight Sale.

Credits
Brand: Central Department Store
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Pathida Akkarajindanon
Creative Group Head: Greepol Boonsrangsom
Art Director: Pattarawan Luangsa-ard
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communications Managers: Thananya Piyacharoenwattana, Naphat Chiangrat Agency’s Producers: Chanoknan Wongwises

Production House: Suneta House
Director: Teerapol Suneta