cdf brand image campaign 2025
Winner
Excellent Communications Design
Integrated Campaigns and Advertising
Credits
Company / Customer
Designer
Details
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.
The Jury‘s Statement
With its powerful visual language and subtle fairy-tale elements, »cdf brand image campaign 2025« creates a distinctive and emotional brand universe. The skillful staging elegantly and inspiringly links retail environments with cultural diversity. Especially impressive is the ability to tell stories that resonate globally. In terms of design quality and strategic execution, this campaign sets a benchmark for outstanding communication projects.
