Central Midnight Sale is the biggest sale event of Central Department Store, Thailand’s department store chain. As the store is located nationwide, we must attract and make it related to the people all over the country. The client also wanted us to make it fashionable at the same time.

Meanwhile “unmissable” became too normal for advertisement. We decided to launched the new Midnight Sale campaign with the spicier-than-ever pitch, “Don’t Die Till That Day”.

Firstly, the film intentionally uses "die" in a social context, such as a costume malfunction, intimate lift incident, or committing career suicide - things that could cause you to 'die' of embarrassment. Secondly, we found that Thai people love Looktung music (Thai folk music) so much especially on YouTube which most of famous songs gained over ten million view! So we decided to create Midnight Sale commercial by using an entertaining Looktung song to tell the main idea.

Start with composing Looktung music (Thai folk music) with an insightful lyrics about the embarrassing-to-death moments that could happen to anyone of us. Then filming the music video as the main commercial. And also reimagining all Thai-related elements such as Looktung song, government officer uniform into ultimately fashionable version.

The film has reached all Thais, urban to local, resulted in 3,500 Shares within 12 hours, 1,000,000+ Views within a day, and 13 times higher engagement than competitor’s campaign.