After pandemic hit the town, Thai shoppers spend much more carefully than last year and these makes Central Department Store found out the consumer's tension that keep holding them not to shop..even on the year-end season!

Central Department Store decided to launch its biggest sale event with brand new concept that able to assuage consumer's guilt and stimulate purchasing. From typical Central Midnight Sale to Central Midnight Sale: Guilty-free Festival, the campaign wielded the power of language to help shoppers overcome their guilt and create positive shopping vibes along this year-end season.

The joy of shopping is gone when you realize that you already have the similar item at home.

The story shows a couple of shopaholics deciding what to buy via a bizarre game of monopoly promoting Thailand Central Department Store's Guilty-free Festival, the sale event with spicy-and-sour concept, which renamed every single item in the store into a new and shiny name, a name that no one has ever heard of or bought before, e.g. Hair Organizer (Hair Brush) Kiss Stick (Lipstick) etc.

So shoppers can shop without feeling guilty because it sounds nothing like the product they every have before.