The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Film & Video

Girls In White

Agency Wolf BKK / Bangkok + Central Retail / Bangkok + Factory01 / Bangkok

Client Central Department Store


Online-only Films & Video / Over 60 Seconds - Single

Annual ID


About the Work

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 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! "Un-letgoable Ceremony" the shopping concept of 2022 is all about the deal that enlightenment won’t be enough to stop you from this Midnight Sale. To put an end to your greed, rather than trying to abandon it, just simply satisfy it .....with shopping. The film “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.

2023 Awards

Total Points: 3




Wolf BKK / Bangkok

Client / Brand

Central Retail / Bangkok

Production Company

FACTORY01 / Bangkok

Chief Creative Officer

Torsak Chuenprapar


Chanapat Srabua

Associate Creative Director

Pawares Vessukanmanukul

Business Director

Chonlatid Saenghiran

Communications Director

Thosaporn Kaewnurachadasorn

Communications Manager

Benchawan Ngamjiradawong

Managing director

Phannika Vongsayan


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