Central Midnight Sale, the biggest sale event of Thailand’s Central Department Store, will be held during Black Friday 2020. The challenge is how to make Midnight Sale stand out from other Black Friday sales.

To fight in a Black Friday league, We are not gonna launch a normal Midnight Sale. So we come up with the solution: Change the name and turn Midnight Sale into something bolder than usual: “Black Midnight Sale – Shop Unfriend”.

The film bring back the best friend characters of the Midnight Sale ad : Tracee & Victoria from Midnight Sale 2018 as the main cast of Midnight Sale 2020. In order to demonstrate the friendship that being tested in this “Shop Unfriend” campaign!

We create the insightful story of two best friends when they want to buy the same thing on the way to the Black Midnight Sale. As dark as its name, Needless to say, they don’t make it to the shop together, because friendship is forever, except on sale days.

The film has reached all Thais, urban to local, resulted in over 15k engagements within the week of launching, and 35m organic views until now, and gain a lot of free PR from several publishers in both Thailand and other countries.