Creative Execution

We went to villages, found these children in person, help them shape out their dreams together with food artist we invited. These works were crafted as display photos and banners on all Alibaba e-commerce interfaces, also went as print and outdoor, and social contents covering all Alibaba platforms, Sina Weibo, and WeChat.

Online shopping of crops went unprecedented popular, developed high awareness of rural children’s needs through a convert of consumption channel. Topic bursted as, “The most beautiful shape of crops” IT created 1,440,000+ sales and still increasing. And as a start, crops from 30000+ villages are covered by rural Tabao, to help millions of children from rural families.

People pay for everything online in China today, but unlike any other categories already in a mature consumption mechanism online, people still feeling no difference where to buy crops. But as soon as you make them listen to a story when they ask “why” in a shopping scenario, they lose patient. So we let them find out the story at the instant decision making moment and ask themselves “why not”. It's all about the display picture- the one thing attract most attention in online shopping.