08-05-2025
Qatar Duty Free celebrates 25th anniversary on 1000 digital screens
Qatar Duty Free (QDF) has launched a campaign in collaboration with BBD Perfect Storm to celebrate 25 years of operations.
The campaign kicks off a year of celebrations highlighting QDF's growth and experiences it offers its travellers.
With a hero film, developed in partnership with production company, Resolution Films and featuring CGI development and post production work by Rabid Rat, the campaign aptly depicts a whimsical celebration in the sky.
Complete with a CGI hot air balloon-shaped cake that leads a parade of fellow balloons flying through the sky, each representing the different areas of QDF's shopping experience. The film concludes with a first-person view transition to arrive at Hamad International Airport, as a nod to how QDF's customers come to interact with the brand.
'25 Has Arrived is one of those rare campaigns where the idea, the moment, and the brand all align perfectly,' said Daisy Proctor, Managing Director at BBD Perfect Storm.
The work is QDF's first from BBD Perfect Storm following their appointment in February this year to support the brand's creative direction throughout the anniversary year.
'As our first work for Qatar Duty Free, it was an incredible opportunity to set the tone for what will be a year-long celebration,' Proctor said. 'We wanted to create something joyful and memorable, something travellers will associate with that feeling of arrival in a new way.'
The campaign took flight across Hamad International Airport, with over 1000 digital screens showcasing tailored creative across key retail categories.
The campaign also introduces QDF's new brand tagline, 'You've Arrived,' which aims to reflect both the arrival at the airport and the joy of reaching somewhere special facilitated by QDF's offerings.
'Leaning into the celebratory theme, this campaign captures the imagination, energy, and excitement that defines Qatar Duty Free,' said Thabet Musleh, Chief Retail & Hospitality Officer at Qatar Duty Free. 'It's joyful and unexpected, bringing to life the spirit of our offering. As the first in a year-long series of campaigns, '25 Has Arrived' sets the tone for what's to come.
Beyond the airport, the campaign extends across digital and social platforms, with influencer content and website banners broadening its reach. Celebratory in-terminal activations are planned throughout the month of May, offering travellers a chance to engage directly with the anniversary experience.
Credits
Client: Qatar Duty Free
Advertising Agency: BBD Perfect Storm
Agency Executive Creative Director: Seb Hill
Agency Creative Director: Jacob Hill-Gowing
Head of Copy: Robyn Bowman
Chief Strategy Officer: Tony Quinn
Managing Director: Daisy Proctor
Account Director: Lauren Ogilvie
Agency Producer: Kal Tank
Production Company: Resolution Films
Director: Mohammed Shams
Producer: Lee Swartz
CGI & Post Production: Rabid Rat
3D and VFX Lead: Tomasz Dabert
Animation Lead: Krzysztof Marcinowski
Colourist: Ferg Rotherham
Sound Design and Mix: Sounds Good Audio
