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SUB CATEGORY :
ONLINE FILM: RETAIL
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COMPANY ENTERING :
WOLF BKK, BANGKOK
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TITLE :
GIRLS IN WHITE
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BRAND :
CENTRAL DEPARTMENT STORE
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ADVERTISER :
CENTRAIL RETAIL
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AGENCY :
WOLF BKK, BANGKOK
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MANAGING DIRECTOR :
PHANNIKA VONGSAYAN
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CHIEF CREATIVE OFFICER :
TORSAK CHUENPRAPAR
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ASSOCIATE CREATIVE DIRECTOR :
PAWARES VESSUKANMANUKUL
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ART DIRECTOR :
TORSAK CHUENPRAPAR/PAWARES VESSUKANMANUKUL/
BOTTHAWAN THEERATRAKUL
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COPYWRITER :
PANDARIE SOMJIT/TORSAK CHUENPRAPAR/PAWARES VESSUKANMANUKUL
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AGENCY PRODUCER :
CHANAPAT SRABUA
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BUSINESS STRATEGY DIRECTOR :
CHONLATID SAENGHIRAN
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MARKETING COMMUNICATION DIRECTOR :
THOSAPORN KAEWNURACHADASORN
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MARKETING COMMUNICATION MANAGER :
BENCHAWAN NGAMJIRADAWONG
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FILM PRODUCTION COMPANY :
FACTORY01, BANGKOK
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DIRECTOR :
WUTHISAK ANARNKAPORN
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ENGLISH SYNOPSIS :
“GIRLS IN WHITE” HAPPENS DEEP IN THE PEACEFUL AND TRULY SERENE WOODS AWAY FROM THE WORLD. THE STORY SHOWS TWO WOMEN ON THEIR SPIRITUAL RETREAT WITH A STRONG DETERMINATION TO LET GO OF THEIR GREED. WITH BODY COVERED IN ALL WHITE, THEY FOUND THEIR PEACE OF MIND BY WALKING CALMLY AND CHANTING THE MANTRA “I AM NOT GOING SHOPPING”. ALAS, EVEN ENLIGHTENMENT CANNOT SAVE THEM FROM THAILAND'S BIGGEST SALE EVENT AS THEY BEGIN TO SEE AN ILLUSION ABOUT THE ITEMS THAT ARE ON SALE. THE MORAL OF THE STORY IS; THE EASIEST WAY TO END THE GREED IS SHOPPING.
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ENGLISH CONTEXT EXPLANATION :
- THAILAND IS CALLED ‘THE LAND OF BUDDHISM’ THUS, THE ROLE OF BUDDHISM IS CONSTANTLY CHANGING ALONG WITH THE CONTEXT OF SOCIETY. NOWADAYS, THE RELIGION NO LONGER REMAINS UNTOUCHABLE AND EVEN BECAME AN INTERNET MEME AS A PART OF THAI POP CULTURE.
THE "UN-LETGOABLE CEREMONY" CAMPAIGN WAS THE FIRST TO DEPICT BUDDHISM PHILOSOPHY ‘TO RID OF ONE’S GREED' IN THE MODERN WAY AND TWISTED THE END INTO THE TRUTH THAT EVERYONE COULDN'T AGREE MORE!
- 36 YEARS AGO BEFORE THE BIRTH OF ONLINE SHOPPING, “MIDNIGHT SALE” WAS WHEN CENTRAL EXPAND THE OPENING TIME OF THE STORE TO MIDNIGHT AND LET CUSTOMER ENJOY THE ULTIMATE LOWEST PRICE IN THE STORE.
EVEN THOUGH TODAY'S SHOPPING HAS NOTHING TO DO WITH THE TIME, THAI SHOPAHOLICS STILL RECOGNIZE "MIDNIGHT SALE" AS THE MAIN SHOPPING EVENT IN THAILAND AND KEEP CALLING IT "MIDNIGHT SALE"
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