TMALL | ALL IN 1
An ad entirely written with brand taglines.
The idea
Alibaba’s Tmall is China’s biggest 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.
Results
4.1 billion media impressions
$17.79 billion spent in 24h
40% y-o-y sales growth
Selected Press
Creativity - Nike, Under Armour and New Balance Taglines Appear in the Same Ad for Alibaba
Campaign - Alibaba "All in one - 11.11 Global Shopping Festival" by Fred & FaridFast Company - Alibaba Uses Taglines From Nike, Dove, And More For China’s Biggest Shopping DayAdquan - Alibaba Debuts an Innovative 11.11 Manifesto Campaign by Fred&Farid, Featuring 30 Different Brands in OneCulturepub - Alibaba - All in 1 - InternationalBranding in Asia - Alibaba’s ‘All in 1’ Ad Features 30 Different Brand TaglinesCBNEWS - La caverne d'Alibaba selon Fred & FaridInfluencia - Alibaba et les 30 annonceurs
Credits
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: 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