FRED & FARID UNVEILS INNOVATIVE 11.11 MANIFESTO AD FOR ALIBABA, FEATURING 30 DIFFERENT BRAND TAGLINES IN ONE STORY.
November 15, 2016
FRED & FARID, recently named Independent Agency of the Year at Clio Awards 2016, have developed a unique advertisement in support of Alibaba Group’s 11.11 Global Shopping Festival, the world’s largest one-day online sale.
To support Alibaba’s goal of developing a shopping festival where entertainment, commerce and interactive engagement intersect seamlessly, FRED & FARID created a campaign entirely made from thirty of the world’s most famous advertising taglines.
The beauty of this campaign lies on the fact all these major brands agreed to be among the pool of brands/partners, which truly embraces 11.11’s spirit: “All in one” to celebrate unity, respect diversity, while empowering people. The creative approach was exciting too, with this vignette film illustrating every brand’s spirit, all different but seamlessly united as one by the flow of the voice over; all in one story, all in one platform.
“It’s a beautiful tribute to advertising; it’s an ode to the world’s most emotionally-charged advertising taglines” Fred Raillard, Creative CEO & Co-Founder of FRED & FARID.
Here's the full story:
I will (Under Armour) change your destiny (SK-II), you can be anything (Barbie); always in beta (New Balance). It takes courage (Ray-Ban) to be forward thinking (smart), but hey my beauty, my say (Dove).
Capture different (Gopro), ready for more (Converse) because you are worth it (L’Oréal Paris). Life’s good (LG), delighting you always (CANON); Live young (Evian), you got no strings (beats), Just do it (NIKE).
Live in (Levi’s) mad intense (Stride), off the wall (VANS) ways. We break the rule (VIDAL SASSOON), keep walking (JOHNNIE WALKER), and never stop exploring (The North Face).
All brands in 1, All in 1, Tmall.
For other versions, the campaign also includes DJI, Estée Lauder, Gillette, G-Shock, LA MER, Midea, PANTENE, SAMSUNG and Shanghai Disney Resort. This one-of-a-kind campaign integrates this full-length online film, but also 4 TV Commercials (one 60s and three 30s), an outdoor campaign, and few radio spots all around China. At the 2016 11.11 shopping festival, Alibaba’s ecommerce platforms generated $17.79 billion in gross merchandise volume (GMV) in 24 hours.
For more information on this event, please visit: http://www.alizila.com/2016-11-11-global-shopping-festival-wrap-up/
CREDITS :
Agency: FRED & FARID Shanghai
Client: Tmall, Alibaba Group
Title of ad: All in One
Brand supervisors: Chris Tung, Tmall Marketing Team
Chief creative officers: Fred & Farid
Executive Creative director: Feng Huang
Copywriters: Barbie, beats, CANON, Converse, DJI, Dove, Estée Lauder, Evian, Gillette, Gopro, G-Shock, JOHNNIE WALKER, LA MER, Levi’s, LG, L’Oréal Paris, Midea, New Balance, NIKE, PANTENE, Ray-Ban, SAMSUNG, Shanghai Disney Resort, SK-II, smart, Stride, The North Face, Under Armour, VANS and VIDAL SASSOON.
Conceptor/Storyteller: Adrien Goris
Art directors: Adrien Goris, Issy Zheng
Agency supervisors: Feng Huang, Nichole Niu
Chinese Copywriter: Chris Wang
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
