Positioned as the largest cosmetic and beauty duty-free brand, as well as the sole beauty and cosmetic retailer in Changi Airport, The Shilla Duty Free is looking to increase its public brand awareness in Singapore.

In this creative idea, The Shilla represents women who are modern, sophisticated, well-travelled, and stylish. Any woman can be The Shilla Woman. The art direction captures moments in these women’s lives. The copy style is relaxed and exudes a modern yet personal tone.