This work is a humorous and surreal advertising film that captures the online shopping habits of human. By showcasing people shopping with an unexpected action in the same store such as their barber chairs or their toilets, the ad exposes our reliance on e-commerce and the convenience it offers. The visuals and scenarios are somewhat surreal but relatable. Moreover, it is set to a well-known Thai song that adds to its entertainment value.

Central Department Store, Thailand's no.1 retailer, enter the country's cutthroat e-commerce market by launching their first ever shopping application "Central App".

The campaign objective is to show off Central's biggest strength from time to time: the unmatched ability to truly understand the hearts and minds of Thai shoppers.

With the Central App, you can shopping like you're in the department store (no more online shopping gone wrong) anywhere, at anytime - even on the loo!

Our strategy is to crafted the execution that can hook our target audience right way by making them feel related to the ads.

To achieve this, we've taken inspiration from online shopping behavior and created scenarios that viewers can identify with. By portraying these situations in a humorous light, we're able to make our audience laugh and nod in agreement, saying "That's so me!" Which keep them engaged until the end and leave a lasting impression that encourages them to download the Central App.

"Shop it your way" is the promise from the Central Store. Whenever, wherever, however or whoever you are, you can still shop at Central App effortlessly.

A film shows a story of weird shoppers happened in the department store. From a guy wearing padded coat shopping next to a hot beach girl, or even pantless guy at jewelry zone. While their actions may have seemed strange, it's not so different from the habits we may have when shopping online at home.

A film captures the essence of online shopping. From drunk shopping to mindlessly filling up a cart with items, to shopping until falling asleep, and even shopping while getting a haircut or using the restroom, captures the quirks and habits of online shoppers and bring these behaviors to life in a physical department store setting, It resulting in a visually stunning and attention-grabbing spectacle. This concept help the campaign create a viral sensation, and captivating to the target audiences.

During the launch 'Dear Valued Customer' film broke the internet, became talk of the town and got laughter from viewers worldwide. Despite focusing on YouTube and Meta platform, the film's popularity even led to it reposted content on TikTok & Twitter organically. Moreover, spreading its reach beyond the target audience and into other countries like the Philippines, China, and Australia.

The film's success was not just limited to its entertainment value, as it also generated significant PR media worth over 1.5MB, leading to widespread brand recognition and awareness. Most impressively, within just one week of the film's release, the Central App rose to #3 in the retail category on Thailand's app store.