Cannes Lions

Crop Dreams

FF SHANGHAI / ALIBABA / 2018

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Case Film
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Overview

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Credits

Overview

Description

We help children to shape out things they dream of using their unsalable crops, each made of the crops of equal value with the thing they wanted. Then we turn these artless works as banners and display pictures on Alibaba rural e-commerce platform. By telling the story behind these raw crops, we make the online shopping experience as appealing as a dream. people can take a deeper look at the dreams and hope through these crops, the "buy"click now become a dream-come-true click.

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.

Outcome

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”

increased browse by 12 times average

created 356.4 million RMB sales in one month

helped 0.8 million children in rural areas

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