TMALL | WINTER FESTIVAL | SEE YOU ON SNOW
A motivational Winter Olympic Games ad for Tmall, showing city dwellers leaving for snowy adventures.
Goodbye work group chats,
Goodbye peak hour traffics,
Goodbye concrete,
Goodbye coffee shops,
Goodbye homework,
Goodbye skyscrapers,
Goodbye 28*C winters,
Goodbye cities,
See you on snow!
The idea
To launch the 2022 edition of Tmall Winter Festival (a shopping festival dedicated to winter sports, brands and trends), we wanted to leverage on the momentum that the Beijing Winter Olympic Games brings to winter sports in China, to create a campaign not just talking about the competition but to everyone in the country.
That’s how we ended up covering an entire Shanghai street with snow for our new campaign: Goodbye City, See You on Snow!
This ‘snow call’ is a modern and light hearted idea to express the growing desire of Chinese people to flee bustling cities during the winter.
Selected Press
Muse by Clio - City Dwellers Dream of Snow in Ad Pushing Winter Sports in China
Campaign - Tmall urges city dwellers to outfit themselves for the slopes
Adobo Magazine - Tmall and Fred & Farid promote the joy of winter sports
Campaign Brief Asia - Tmall and Fred & Farid promote the joy of winter sports
Brand News (IT) - Tmall Lancia Il Suo Winter Festival Per Portare I Cinesi Sulla Neve
Adforum - Best ad of the week ‘Goddbye City, See you on snow‘
Snow Industry Sports - Tmall Promotes The Joy Of Winter Sports
Activative UK - Tmall Promotes Winter Sports Joy Ahead of Beijing 2022
Awards
Spikes Asia - Best Cinematography (Finalist)
Credits
Agency: Fred & Farid Shanghai
Client: Tmall, Alibaba Group
Title of the campaign: See you on Snow
Chief creative officers: Fred & Farid
Executive creative director: Feng Huang
Creative director: Adrien Goris
Copywriters: Cao Wen, Yucy Wang
Art directors: Adrien Goris, Billy Liao
Designer: Zoy Wang
Agency supervisors: Paul Lin, Chelsea Lin, Amber Yan, François Lin
Agency producer: Charles Renard, Caroline Wei
Brand Strategist: Karen Ge, Aaron Wang
Production company: Fred & Farid Production
Director: Alvynn Diagne
1st AD: Ash
Executive Producer：Charles Renard
Producer: Jason Fu
Line Producer：杨子, Cat
Production assistant: Caroline Wei, 陆嘉松, 江灏, 李鹏杰
Location Manager: 于俊和, 唐庆松
DOP: DU FU
1st AC: 张国政
Steadicam: 洪伟
Grip: 庞伟
Gaffer: 黄军
DIT: 孙海晨
Art Director: 晨琪
Art Director assistant: 杨灿
Prop master: 阿华
Stylist: Cuncun
Equipment: ND Film-Rental
Casting：百问，Aka
Editor: Alvynn Diagne
Grading: Nicola Gasparri (MPC Shanghai)
Music composition: Ker Sound
Sound Recorder, Design & Final Mix: 韦代立
Online: Pxa