HONG KONG, CHINA.The Moodie Davitt Report officially presented The Trinity Award 2022 for Breaking Boundaries to DFS Group earlier this month.
As reported, the inaugural Trinity Awards were revealed late last year, designed to recognise outstanding examples of creative and positive thinking, investment and action that aided sector recovery and advanced its prospects.
DFS Group Chairman & CEO Benjamin Vuchot received the award from The Moodie Davitt Report Founder & Chairman Martin Moodie at DFS headquarters in One Taikoo Place, Quarry Bay, Hong Kong.
One of just eight awards bestowed in the original programme, the Breaking Boundaries accolade rewards innovation that goes beyond the norm, and boldly explores the boundaries of how the industry can engage, excite and entertain.
In this context, DFS Group’s entry into the Metaverse – and importantly its application within the company’s acclaimed Annual Beauty Campaign – had irresistible credentials as our choice within this category.
The campaign, titled ‘Open Up Your Horizons’, ran through August and September 2022, and combined in-store activations as well as a fully interactive, shoppable digital luxury playground with DFS’ first virtual universe, DFS World.
We also liked the modern campaign language, catering to “Today’s confident, daring and imaginative beauty connoisseur in real life as well as in the boundless and magical Metaverse”.
The themes blended the premium with the everyday: ‘Effortless, Not Lazy’, dedicated to luxury makeup; ‘Stay Up, Glow Up’ built around skincare recovery and ‘Future You’ featuring luminous, fluid cosmetics and scents inspired by digital filters and virtual worlds.
It is a story of experiential multi-brand and premium zones, featuring fun, interactive games and experiences. It reflects just how today’s inventive campaigns will become core elements of tomorrow’s world, blending the physical and the virtual – and this is just the beginning. ✈
The other Trinity Awards winners were:
- The Trinity Award for Airport Commercial and Consumer Offer of the Year: Hamad International Airport and Qatar Duty Free
- The Trinity Award for Non-Airport Retailer of the Year: cdf Haikou International Duty Free Shopping Complex (China Duty Free Group)
- The Trinity Award for Visual Design: cdf Haikou International Duty Free Shopping Complex
- The Trinity Award for Collaboration of the Year: Bacardi Global Travel Retail, Heathrow Airport, Dufry and JCDecaux
- The Trinity Award for Outstanding Industry Contribution: Charles Chen
- The Trinity Award for Sustainability In Action – L’Oréal Travel Retail in partnership with China Duty Free Group at cdf Haikou International Duty Free Shopping Complex
- The Trinity Award for Diversity & Inclusion: Aer Rianta International
