Cannes Lions

All in 1

FRED & FARID SHANGHAI, Shanghai / ALIBABA / 2017

Demo Film
MP3 Original Language
Supporting Images

Overview

Entries

Credits

Overview

Description

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

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.

Outcome

The campaign has generated 4.1 billion media impressions, the two major Chinese advertising publications ranked ‘All in 1’ as the best national ad campaign of the year.

A ‘fan’ even released a spoof entirely made of Japanese animes; available here http://www.bilibili.com/video/av6935088/

At the 2016 11.11 shopping festival, Alibaba’s ecommerce platforms generated in 24 hours $17.79 billion in gross merchandise volume (GMV). That’s a 40% y-o-y sales growth, covering 235 countries; mobile accounted for 81.87%. The first order on Tmall Double 11 2016 was received after 13 minutes.

Alibaba’s Double 11 online shopping festival in 2016 saw RMB 98.97 billion ($14.6 billion) in GMV generated on mobile devices and 657 million delivery orders, compared with $9.8 billion and 467 million, respectively, in 2015. There were also 1.04 billion payment transactions processed compared with 710 million last year.

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