Cannes Lions

JDxYAYOI KUSAMA IN NAME OF LOVE CO-BRANDING MARKETING

BLUEFOCUS DIGITAL MARKETING AGENCY, Beijing / JD / 2019

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Overview

Background

A quantity of 5 trillion plastic bags are consumed by seven billion people around the world every year, and China uses up to 3 billion plastic bags a day. Discarded plastic bags are literally called "white killers". As China's leading e-commerce platform, JD has a greater responsibility to improve this situation. Therefore, JD has launched fashionable eco-friendly bags with revered artist YAYOI KUSAMA to further contribute to environmental protection.

Idea

Whether to use eco-friendly shopping bags often depends on personal environmental awareness, but we hope to make it a fashionable behavior. Thus, we've designed fashionable eco-friendly bags with the world's celebrated artist YAYOI KUSAMA, and to let more people want to get and use them. Also, we've turned them into an identity symbol, showing that users of eco-friendly bags are environmentalists.

Strategy

JD targets young people in their 20s and 30s who are accustomed to using disposable plastic bags due to the lack of strong environmental awareness, causing harmful effects on the environment. JD aims to make eco-friendly shopping bags a fashion and a symbol of environmentalists among them.JD launched a new round of strong IP convergence marketing in cooperation with world-famous artist YAYOI KUSAMA. Inspired by the great love for the world, YAYOI KUSAMA created with her own hands this “In the Name of Love” series arts co-branded canvas bags. These masterpieces will be offered as a gift to shoppers on the JD e-commerce platform as environment-friendly bags to promote the use of eco-friendly bags as a trend.

Execution

From October 1 to 22, 2018, JD promoted the concept of environmental protection on a variety of online and offline platforms including WeChat Moments, subways, the world's largest outdoor building advertisements, Tencent Video, Weibo, WeChat, INS, We-media, i-D, boutique shopping guides and other fashion magazines, as well as online communities such as Douban and Zhihu, attracting users to participate in the project.

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