TV ad: Central Department Store: Guilty Free Festival

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From shopping insight during the sale event, shoppers sometimes feel guilty for spending money if we realize that we already have 15 lipsticks or 8 shoes at home. But in the final quarter of 2021, the toughest year of the pandemic in Thailand, if the 16th lipstick or the 9th shoes could make you happy, allow yourself to own it. The idea behind the new campaign is ‘Guilty Free Festival’ allowing shoppers to shop guilt-freely by turning every single item in the store into something they never had before. The campaign renames all products on both Central stores (on-shelf & in-store signage) and e-commerce platforms (website & delivery package) into the creative options so that shoppers can shop more guiltlessly. For example: Solarglasses (Sunglasses) Kisstick (Lipstick) Feet Jacket (Shoes) Hair Organizer (Hair Brush).