Shinsegae Duty Free's 'Paul and Bani' Campaign Wins Grand Prize at Digital Advertising Awards
Shinsegae Duty Free won with a shopping theme park campaign led by its own characters, Paul and Bani. The campaign was linked to the Sky Park at its Myeongdong store.
Shinsegae DF (Shinsegae Duty Free) won the grand prize at the 2025 Korea Digital Advertising Awards (KODAF) in December 2025. The winning entry was an integrated marketing communications (IMC) campaign for a shopping theme park, led by its own character IP, Paul and Bani.
The campaign was connected to the Sky Park on the 11th floor of the Myeongdong store. The Sky Park features Paul and Bani character sculptures, a photo zone and an event space.
The Myeongdong store also held character experience events. Shinsegae Duty Free ran a hands-on Paul and Bani event at the Myeongdong store starting September 22. It operated a sculpture photo zone and offered acrylic key rings as prizes. News of the hands-on event was reported on September 24.
Shinsegae Duty Free's characters are Paul and Bani. Paul and Bani wrapped up the year with the Myeongdong store experience event in September and the advertising award in December. News of the award was reported on December 16, 2025.
Sources
- 디지털데일리 기사ddaily.co.kr
- 스마트투데이 기사smarttoday.co.kr
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