Alibaba’s Tmall is the only Chinese e-commerce platform gathering more than 180 000 brands; it contains all the brands, and all their spirits & lifestyles. That’s how we created ‘All in 1’; a manifesto ad 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.
4.1 billion media impressions $17.79 billion spent in 24h 40% y-o-y sales growth
Client: Tmall, Alibaba Group Title of ad: All in 1 Brand supervisors: Chris Tung, Tmall Marketing Team Chief creative officers: Fred & Farid Executive Creative director: Feng Huang Copywriters: Adrien Goris, Chris Wang Art directors: Adrien Goris, Issy Zheng Agency supervisors: Feng Huang, Nichole Niu Assistant Copywriters: Daniel Galganski, Josh Tou Head of Production (agency): Karim Naceur Agency Producers: Jessie Huang, Sayde Bayrak Production company: Stink Shanghai Producers: Desmond Loh, Eric Yu, Gobby Yan Directors: Norman Bates DOPs: Bjorn Charpentier, Grimm Vandekerckhove Editors: Olivier Gajan, Yanfeng Xu SFX: Thomas Houthave Music: Peter Van Dessel Post-production: Fin Design Post producer: Dongdong Wu