London Gatwick x World Duty Free

You Deserve the World

The challenge

Airports are full of distractions, offers and noise, especially in peak summer. Gatwick wanted a campaign that didn’t just promote World Duty Free, but reframed airport shopping as an emotional moment in the journey: the point where your holiday actually starts. The brief was tactical, time-sensitive, and had to work across multiple placements in a high-traffic environment.

The idea

I developed You Deserve the World, a playful, indulgent messaging platform that treats the airport shopfloor not as a chore, but as the first taste of escape. Instead of pushing products, we sold the permission to indulge. Every line served the same purpose: turn buying sunscreen, champagne or sunglasses into a little moment of holiday euphoria.

The tone blended confidence, wit and travel anticipation — positioning duty free as the place where your everyday rules don’t apply, and where spending feels less like retail and more like reward.

What I did

• Created the campaign idea and messaging strategy

• Developed a suite of tactical headlines, destination-themed wordplay and traveller-type messaging to run across digital screens, in-airport placements and social formats

• Ensured the tone was distinctively Gatwick — cheeky, knowing, and rooted in human behaviour at the start of a holiday

• Delivered creative that worked at speed, scale and legibility in a transient environment

The impact

The campaign turned World Duty Free into a moment of emotional lift-off - not just a shop you pass through, but a signal that your holiday has begun. It helped Gatwick own the pre-flight mindset, made spend feel celebratory, and reinforced the airport’s new brand tone with work that was recognisable and shareable.