Creative direction for a duty free Christmas campaign
We worked with Avolta on the creative direction of the Christmas campaign for its duty free stores (El Mercado) in Spain, rolled out at the airports of Madrid (4 stores, T1 and T4), Barcelona (2, T1 and T2), Málaga and Alicante.
The project covered the concept and creative direction of the Christmas campaign, bringing the brand’s visual universe to the different retail spaces through a coherent proposal adapted to each point of sale. The client was clear that it wanted a classic Christmas: fir green, red and gold flowing through the space with traditional elements (baubles, bows and tinsel).
Beyond our usual work with paper and art installations, in this case we developed an approach focused on creative direction for retail campaigns, coordinating the visual narrative and the in-store experience.
The result was a unified activation across several airports, where the brand’s Christmas identity was integrated into each space while keeping visual consistency and adapting to its surroundings.
This project joins other collaborations with Avolta, in which we have developed different interventions such as “A sea of clouds at T4”.
