When The Shilla Duty Free entered the local Cosmetics & Perfumes arena in 2014, they brought to Changi Airport an exciting array of treats for beauty lovers. Retailing over 180 international brands with tax and duty savings up to 40%, the Korean giant was set to be the next big beauty exclusive.

Tasked with raising brand awareness and piquing interest in the local as well as tourist market, our goal was to capture the sensation and excitement of discovering The Shilla as the “new beauty secret” in town.

Using products found in The Shilla’s impressive collection to create the Shilla Duty Free “sSHhh” 2015 campaign’s eye-catching graphics, our advertisements ran on location, alongside in-store promotions, and across the island on buses and taxis.

          Photos by Yellow Octopus