We found that young people enjoys exploring exotic treasures on Taobao, which shares the same concept of treasure hunting in the famous novel of Journey To The West. Thus we created a poster series of #Discover a world of treasures#, by borrowing the various classic characters from the well-known novel. We compared the consumers of different product categories to the characters in the Journey To The West, and invited eight illustrators of different styles to demonstrate the eight characters based on the prototypes from the novel, to show their journey to the treasures. In this way, we calls for more young people to join the Taobao Double12 shopping festival.

We selected the classic characters of Journey to the West according to the personality of different audiences and invited 8 different styles of illustrators to recreate them based on the prototype and modern elements. We kept the basic recognition and changed their equipment, style, and even gender to attract more people.

890 million online exposure

70,000 interaction