SEE YOU ON SNOW

Short List
TitleSEE YOU ON SNOW
BrandTMALL, ALIBABA GROUP
Product / ServiceTMALL WINTER SHOPPING FESTIVAL
CategoryA05. Cinematography
EntrantFRED & FARID SHANGHAI, CHINA
Idea Creation FRED & FARID SHANGHAI, CHINA
Production FRED & FARID SHANGHAI, CHINA
Post Production FRED & FARID SHANGHAI, CHINA

Credits

Name Company Position
Adrien Goris FRED & FARID Shanghai Creative director

Write a short summary of what happens in the film.

To launch the 2022 edition of Tmall Winter Festival (a shopping festival dedicated to winter sports, brands and trends), we wanted to leverage on the momentum that the Beijing Winter Olympic Games brings to winter sports in China, to create a campaign not just talking about the competition but to everyone in the country. That’s how we ended up covering an entire Shanghai street with snow for our new campaign: Goodbye City, See You on Snow! This ‘snow call’ is a modern and light hearted idea to express the growing desire of Chinese people to flee bustling cities during the winter. Goodbye work group chats, Goodbye peak hour traffics, Goodbye concrete, Goodbye coffee shops, Goodbye homework, Goodbye skyscrapers, Goodbye 28*C winters, Goodbye cities, And see you on snow! We deployed our full offer on this campaign; strategy, creation, and production with our in-house production structure.

Cultural / Context information for the jury

Main Target: The advanced snowboarders/skiers, living in 1st and 2nd tier cities, Chinese urban people - aspiring to flee bustling cities during the winter (mainly Y85 to Y90). Other potential consumers (mostly aged between 18 to 35yo): The occasional outdoor adventurers The winter fashion/trends sensitive urban people The young parents for winter holidays

Tell the jury anything relevant about the cinematography.

A 90s long film leveraging on the momentum that the Beijing Winter Olympic Games brings to winter sports in China, not just talking about the competition but to everyone in the country; expressing the growing desire of Chinese people to flee bustling cities during the winter. That’s how we ended up covering an entire Shanghai street with snow for our new campaign: Goodbye City, See You on Snow!