Central Department Store: Keep the Best Gift for Yourself, at WOLF BKK

Wolf BKK has teamed up again with Central Department Store to bring a fun and playful twist to this year’s Black Midnight Sale with a new holiday campaign: “Keep the Best Gift to Yourself.”

While it’s common to shop for others during the holiday season, this campaign encourages shoppers to think about a different kind of giving: self-gifting. Sometimes, the best gift isn’t what you give away, but what you give to yourself. The idea is to embrace the joy of treating yourself and to have a little fun in the process.

The campaign features a humorous short film that pokes fun at Thai gifting traditions. In the video, one sister gives a gift to her sibling, only for the other to realize that the best gift isn’t the one she received, but rather the pre-loved gift with a new tag attached to make it look brand new. What follows is a lighthearted tug-of-war as the “gifter” refuses to let go of the gift, determined to keep it for herself.

Beyond the film, Wolf BKK is also creating an in-store experience to drive more foot traffic. Shoppers can collect exclusive “gift tags” that make pre-loved gifts feel like new. These special tags add an element of fun, allowing shoppers to gift their loved ones pre-loved items with a twist—each gift tag unlocks special discounts on the Central App. This way, customers can continue the gift-giving cycle while enjoying the ultimate reward: a little self-love and more gifts for themselves.

In a nutshell, the campaign promotes a joyful and humorous approach to self-gifting, while also encouraging shoppers to take advantage of the Black Midnight Sale and the great discounts on offer. It’s all about celebrating the season with a little fun, a lot of humor, and a reminder that sometimes, the best gift is the one you keep for yourself.