Best Short Clip Video

This year, the Blue Beauty campaign was introduced in Chinese travel retail to bolster Biotherm’s dedication to ocean preservation. Creative technology company AIR Concepts unveiled a supporting video advertisement to break through the competitive landscape at Hainan Development Holdings’ Global Premium Duty Free (GDF) Plaza in Haikou. The agency leveraged naked-eye three-dimensional technology for storytelling and created a scene of gushing blue water that appeared to be heading towards viewers.

The short film – which appeared three dimensional without the need for special glasses – created an immersive journey for consumers and highlighted Biotherm’s innovative spirit and commitment to sustainability. Through this campaign short Biotherm spotlighted its ‘Blue Beauty’ holistic approach, as well as its key product pillars Life Plankton and Force Supreme collections. The film’s target audience included modern, environmentally conscious consumers who value innovative technology and experiential shopping, particularly those concerned with skin health and beauty.

To optimise visibility, Biotherm and AIR Concepts selected GDF Plaza’s massive duo Out of Home (OOH) LED screens. Positioned at the entrance, these screens served as the ‘last reminder’ point for heightened awareness, driving conversion and sales. The technology created a ‘wow’ moment, using a visual stunt to halt passersby. The content was impactful, engaging and relevant to the audience, telling a compelling story about Blue Beauty and its translation into Biotherm products with significant benefits.

AIR Concepts noted: “We took the challenge to have [GDF Plaza’s] duo screens broadcasting this mesmerising naked-eye three-dimensional video simultaneously – a first that no other brand and agency attempted before.” The moment when both screens aired the three-dimensional gushing water in sync, it created the illusion of both Plaza buildings overflowing with crystal-clear water. This visual was followed by a brand message, product shots and benefits. The campaign short communicated Biotherm’s Blue Beauty initiative, resulting in heightened brand visibility and consumer engagement. The short clip not only achieved its sales objectives but also demonstrated the power of innovative, immersive experiences in the retail environment.