London, May 2025: BBD Perfect Storm, the brand and cultural transformation company, is behind the launch of Qatar Duty Free’s ‘25 Has Arrived’ campaign, celebrating 25 years of Qatar Duty Free boasting more than 200 retail and F&B outlets at Hamad International Airport. The campaign kicks off a year of celebrations highlighting QDF’s impressive growth and the exceptional experience it offers its travellers.
This is the first work from BBD Perfect Storm following their appointment in February this year to support the brand’s creative direction throughout the anniversary year.
“25 Has Arrived” marks the first step in the celebratory journey, launching with a hero film, developed in partnership with production company, Resolution Films, and CGI development & postproduction company, Rabid Rat. The film shows a celebration in the sky, with a hot air balloon shaped birthday cake leading a parade of fellow balloons flying through the sky representing the different areas of QDF’s shopping experience. The film concludes with the arrival at Hamad International Airport, just like QDF’s customers.
The campaign also introduces QDF’s new brand tagline, “You’ve Arrived,” reflecting both the arrival at the airport and the accompanying feeling of reaching somewhere special thanks to QDF’s expansive offering.
The campaign takes flight across Hamad International Airport, with over 1000 digital screens showcasing tailored creative across key retail categories including beauty, confectionery, and liquor. The 30-second hero film and a series of 15-second cutdowns are supported by print creative and digital store takeovers throughout Hamad International Airport.
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.
Daisy Proctor, Managing Director at BBD Perfect Storm says: ‘25 Has Arrived’ is one of those rare campaigns where the idea, the moment, and the brand all align perfectly. 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. We wanted to create something joyful and memorable, something travellers will associate with that feeling of arrival in a new way.”
“Leaning into the celebratory theme, this campaign captures the imagination, energy, and excitement that defines Qatar Duty Free,” adds Mr. 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.
