Nike, Under Armour and New Balance Taglines Appear in the Same Ad -- for Alibaba
Agency Fred & Farid Mashes Up 30 Taglines for E-Commerce Giant
Editor's Pick
Nov. 11, not Black Friday, is the world's biggest shopping day. It's when China's Alibaba Group puts on its annual one-day e-commerce mega-festival, called Singles Day or Double 11. Shoppers just spent $17.8 billion in 24 hours on Alibaba's platforms. There were about 100,000 brands and merchants peddling their wares at the same time.
So how do you advertise such a huge, complex event? Fred & Farid Shanghai strung together 30 famous brand taglines in one video for Alibaba's Tmall platform. That meant convincing all the brands to get on board, including competitors like Nike, New Balance, Under Armour and Vans, and join together in the same video. Alibaba has that kind of clout; some brands are said to do a month's worth of sales in a single day during Double 11.
The ad, called "All in One," also includes Levi's, L'Oreal Paris, Dove, Evian, Beats and Johnnie Walker. All the footage was shot just for this ad. The original was in Chinese; this is a full-length version with the slogans in English. There were also four TV commercials, one 60-second and three 30-second versions, as well as an outdoor and radio component.
Credits
- Date
- Nov 15, 2016
- Client :
- Alibaba
- Client :
- Alibaba
- Agency :
- Fred & Farid
- Brand Development Supervisor :
- Chris Tung
- Brand Development Supervisor :
- Tmall Marketing Team
- Chief Creative Officer :
- Fred & Farid
- Executive Creative Director :
- Feng Huang
- Concept :
- Adrien Goris
- Art Director :
- Adrien Goris
- Art Director :
- Issy Zheng
- Agency Supervisor :
- Feng Huang
- Agency Supervisor :
- Nichole Niu
- Copywriter :
- Chris Wang
- Assistant Copywriter :
- Dan Galganski
- Head of Production :
- Karim Naceur
- Agency Producer :
- Jessie Huang
- Agency Producer :
- Sayde Bayrak
- Production Company :
- Stink Shanghai
- Producer :
- Desmond Loh
- Producer :
- Eric Yu
- Producer :
- Gobby Yan
- Director :
- Norman Bates
- Director, Photography :
- Bjorn Charpentier
- Director, Photography :
- Grimm Vandekerckhove
- Editor :
- Olivier Gajan
- Editor :
- Yanfeng Xu
- Sound Effects :
- Thomas Houthave
- Music :
- Pieter Van Dessel
- Post Production :
- Fin Design
- Post Producer :
- Dongdong Wu
- Agency :
- Fred & Farid
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