Title | SEE YOU ON SNOW |
Brand | TMALL, ALIBABA GROUP |
Product / Service | TMALL WINTER SHOPPING FESTIVAL |
Category | A05. Cinematography |
Entrant | FRED & FARID SHANGHAI, CHINA |
Idea Creation | FRED & FARID SHANGHAI, CHINA |
Production | FRED & FARID SHANGHAI, CHINA |
Post Production | FRED & FARID SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Adrien Goris | FRED & FARID Shanghai | Creative director |
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.
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
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!