Title | ALL IN ONE |
Brand | ALIBABA |
Product / Service | FILM |
Category | A03. Video / Moving Image |
Entrant | FRED & FARID SHANGHAI, CHINA |
Idea Creation | FRED & FARID SHANGHAI, CHINA |
Media Placement | FRED & FARID SHANGHAI, CHINA |
PR | FRED & FARID SHANGHAI, CHINA |
Production | FRED & FARID SHANGHAI, CHINA |
Additional Company | ALIBABA Hangzhou, CHINA |
Name | Company | Position |
---|---|---|
Fred Raillard | FRED & FARID | Chief Creative Officer |
Farid Mokart | FRED & FARID | Chief Creative Officer |
Feng Huang | FRED & FARID | Executive Creative Director |
Adrien Goris | FRED & FARID | Art Director |
Issy Zheng | FRED & FARID | Art Director |
Barbie, beats, CANON, Converse, DJI, Dove, Estée Lauder, Evian, Gillette, Gopro, | / | Copywriter |
Chris Wang | FRED & FARID | Copywriter |
Daniel Galganski | FRED & FARID | Copywriter Assistant |
Josh Tou | FRED & FARID | Copywriter Assistant |
Karim Naceur | FRED & FARID | Agency head of group production |
Jessy Huang | FRED & FARID | Agency Producer |
Sayde Bayrak | FRED & FARID | Agency Producer |
Nichole Niu | FRED & FARID | Agency Supervisor |
Chris Tung | Alibaba | Brand Supervisor |
Unlike any other competitor, Alibaba’s Tmall is the only Chinese e-commerce platform gathering more than 180 000 global brands in one. Tmall is an international brands container; all international brands are available on Tmall, and by containing all those brands, Tmall became a gateway for Chinese to all their spirits; Just Do it (Nike), Never stop exploring (The North Face), Keep walking (Johnnie Walker), etc. That’s how we developed All in 1, a campaign entirely written with brand taglines. We united 31 of the world’s most iconic brand taglines together, in a specific order, to tell one unique story; all brands, all lifestyles, all spirits, and all people on Tmall to celebrate 11.11. Norman Bates (award-winning director) and Bjorn Charpentier (director of photography - Grand Prix Cannes Lions winner) developed a vignette film, which has been shot in China (Xinjiang, Shanghai) to illustrate Chinese consumers empowered by these International lifestyles
All in 1 is a campaign entirely written with brand taglines. We united 31 of the world’s most iconic brand taglines together, in a specific order, to tell one unique story; all brands, all lifestyles, all spirits, and all people on Tmall to celebrate 11.11. Beside a full-length vignette film (1min11) and 4 shorter versions (one 60s and three 30s), a print campaign and few radio spots all around China have been developed. The beauty of this campaign lies on the fact even major competitors such as NIKE/Under Armour/New Balance or SK-II/L’Oréal Paris/Dove agreed to be among the pool of brands/partners; Alibaba’s CMO himself contacted Brands CEOs/CMOs to bring them into this project. “It is a beautiful tribute to advertising & design; it’s an ode to the world’s most emotionally-charged advertising taglines. It's the most exciting and ambitious ad we’ve ever done” said Tmall’s CEO, Daniel Zhang.