{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"ONLINE FILM: RETAIL","is_link":false},{"keyword":"ENTRANT COMPANY","content":"WOLF BKK, BANGKOK","is_link":false},{"keyword":"TITLE","content":"OWN IT FIRST","is_link":false},{"keyword":"BRAND","content":"CENTRAL DEPARTMENT STORE","is_link":false},{"keyword":"ADVERTISER","content":"CENTRAL DEPARTMENT STORE COMPANY LIMITED","is_link":false},{"keyword":"AGENCY","content":"WOLF BKK, BANGKOK","is_link":false},{"keyword":"GENERAL MANAGER","content":"NATDHEE SOPONDHITIPUN","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"TORSAK CHUENPRAPAR","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"PATHIDA AKKARAJINDANON","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"TORSAK CHUENPRAPAR","is_link":false},{"keyword":"CREATIVE GROUP HEAD","content":"GREEPOL BOONSRANGSOM","is_link":false},{"keyword":"ART DIRECTOR","content":"PATTARAWAN LUANGSA-ARD\/TORSAK CHUENPRAPAR","is_link":false},{"keyword":"COPYWRITER","content":"GREEPOL BOONSRANGSOM\/TORSAK CHUENPRAPAR","is_link":false},{"keyword":"AGENCY PRODUCER","content":"CHANOKNAN WONGWISES","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"SANSUDA CHUAPHANICH","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"THANANYA PIYACHAROENWATTANA\/NAPHAT CHIANGRAT","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"SUNETA HOUSE, BANGKOK","is_link":false},{"keyword":"DIRECTOR","content":"TEERAPOL SUNETA","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"CHALONGWUT CHORRUANGSAK","is_link":false},{"keyword":"GAFFER","content":"PHONGTHEP PHUSAWANG","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"MANOO TECHADEE\/KITTIKHUN JONGKRAIWUT\/NAPAT VORASUK","is_link":false},{"keyword":"FILM PRODUCER","content":"CHANAPA PLOYARUNRUNG","is_link":false},{"keyword":"ASSISTANT PRODUCER","content":"WARAWAN LAKSANAROM","is_link":false},{"keyword":"CASTING","content":"NARISSARA MAKMANE","is_link":false},{"keyword":"PROP MASTER","content":"PHIPHAT YOTCHAROENKIT","is_link":false},{"keyword":"STYLIST","content":"KWANHATAI CHITTIWATANA","is_link":false},{"keyword":"HAIR & MAKE-UP","content":"ANCHISA KANOKSIRISIRACHOT","is_link":false},{"keyword":"ART DIRECTOR","content":"PORNCHAI CHEERANOON","is_link":false},{"keyword":"EDITOR","content":"SARAWUT KAWEETHAMMAWONG","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"SOUND SPACE STUDIO CO.,LTD., BANGKOK","is_link":false},{"keyword":"MIXER","content":"DANAI SUTHAMCHAREE","is_link":false},{"keyword":"ENGLISH SYNOPSIS","content":"Central Midnight Sale takes place every quarter, but Q3 has consistently been the weakest in sales, as people tend to save for the year-end festive season. To shift this behavior, the campaign introduced deeper discounts on new collections and a wide product range for all ages, with families as the main target. The challenge was to create one message that could resonate across generations.\r\n<br>\r\n<br>Central Midnight Sale Own It First brings a familiar family insight to life. Many people grow up using hand-me-downs as a way to save money. The campaign flips this idea by reframing saving as spending smartly while enjoying something brand new at special discounts.\r\n<br>\r\n<br>The film uses a conveyor belt as a metaphor for items being passed down. A mother’s lipstick moves from one sibling to another until the youngest daughter breaks the cycle by choosing something new and owning it first at Central Midnight Sale.","is_link":false},{"keyword":"ENGLISH CONTEXT EXPLANATION","content":"In Thailand, many families grow up with a strong culture of hand me downs. Clothes, cosmetics, and household items are often passed from one family member to another as a practical and caring way to save money. This behavior is widely accepted and associated with responsibility rather than deprivation.\r\n<br>\r\n<br>At the same time, Thailand’s retail calendar creates a unique challenge. Q3 is traditionally the weakest shopping period of the year, as consumers tend to hold back spending in preparation for major year end festive sales. \r\nEven large scale promotions struggle to generate urgency during this period.\r\n<br>\r\n<br>Central Midnight Sale takes place every quarter, including Q3, with deep discounts across multiple categories. However, encouraging people to buy something new for themselves during a time associated with saving requires cultural sensitivity.\r\n<br>\r\n<br>Own It First addresses this tension by reframing the idea of saving. Instead of rejecting hand me down culture, \r\nthe campaign builds on it, suggesting that buying something new at the right price can also be a smart and responsible choice. This cultural reframing allowed the message to resonate across generations within Thai households.","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.tiktok.com\/@centraldepartmentstore\/video\/7553161764003777808","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.facebook.com\/reel\/2240725779774853","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.youtube.com\/watch?v=JfwtIEcsBFc","is_link":true},{"keyword":"URL 4","content":"https:\/\/www.instagram.com\/reel\/DO-BfSwkrPQ\/","is_link":true}],"files2":[{"name":"F10_008.mp4","type":"mp4"}],"count":1}