A shoe by any other name
Thai department store Central launches a comic campaign to assuage consumer guilt.
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Credits
View on- Agency Wolf BKK/Bangkok
- Production Company Factory01
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Credits
View on- Agency Wolf BKK/Bangkok
- Production Company Factory01
- Chief Creative Officer Torsak Chuenprapar
- Creative Director Kanit Mingmuang
- Creative Group Head Pawares Vessukanmanukul
- Art Director Onanong Klaysuban
- Producer Chanapat Srabua
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Credits
powered by- Agency Wolf BKK/Bangkok
- Production Company Factory01
- Chief Creative Officer Torsak Chuenprapar
- Creative Director Kanit Mingmuang
- Creative Group Head Pawares Vessukanmanukul
- Art Director Onanong Klaysuban
- Producer Chanapat Srabua
Got too many items of footwear? Feel bad about buying more in the sales? No worries, just rename your new shoes ‘foot jackets’ and you can enjoy shame-free shopping.
Such is the conceit behind this absurdly funny spot, created by Bangkok agency Wolf BKK and produced by Factory01, which sees a couple of hilariously over-styled, po-faced young women deciding what to buy via a bizarre game of monopoly taking place during a somewhat surreal picnic.
Promoting the store's Black Midnight Sale, the ad riffs on the power of the rebrand to give the shoppers an excuse to buy more of something they already have. Brushes become 'hair organisers', lipsticks are 'kissticks' and socks are, hilariously, ‘pre-shoes’.
The Guilty Free Festival renames all products on both Central stores on-shelf and in-store signage and e-commerce platforms to help shoppers relish a spree with gay abandon.
