cdf brand image campaign 2025

The Encounter Series was created to support China Duty Free Group (cdf), a global leader in travel retail, in redefining its brand image for an international market. With over 200 stores and nearly 200 million annual travelers, cdf faced the challenge of emotionally connecting with a younger, more culturally diverse audience. Traditional product-centric advertising could no longer meet this need. This campaign transforms duty-free shopping into a story-driven emotional journey, using fairytale metaphors to awaken global resonance — making it a unique blend of retail, culture, and imagination.