ALL IN ONE

TitleALL IN ONE
BrandALIBABA
Product / ServiceFILM
CategoryA03. Video / Moving Image
EntrantFRED & 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

Credits

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

The Campaign

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

Creative Execution

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.

Links

Video URL