Ad Nut
Jan 13, 2022

Tmall urges city dwellers to outfit themselves for the slopes

A campaign by Fred & Farid Shanghai issues a snowy call to the wild for China's urban denizens.

Alibaba's Tmall aims to capitalise on affinity for winter sports in the runup to the winter Olympic games. And it has turned to Fred & Farid Shanghai for a stylish campaign launching its 2022 Winter Festival, an annual event dedicated to winter-sports brands. 

The agency's response? A great-looking and slickly produced campaign called 'Goodbye city, see you on snow', which the agency touts as a "snow call for all urban Chinese looking for snowy outdoors adventures", according to the agency.

Even though many customers are likely to buy puffy ski jackets for the look rather than any actual skiiing plans, the film above makes the idea of throwing away city concerns for an escape to the slopes compelling. Ad Nut especially likes that the ad never actually shows said slopes, leaving their natural beauty and adventure as an exercise of imagination for the viewer. Like the directors of a good horror film, the creators have realised that it's more effective to evoke rather than show. That leaves the focus on the cool people wearing warm parkas.

Even though Ad Nut was born with all the fluffy winter garb a woodland creature could ever need, some of that gear looks pretty awesome, which is why Ad Nut is off to browse Tmall now.


CREDITS

Client: Tmall, Alibaba Group
Title of the campaign: See you on Snow
Agency: FRED & FARID Shanghai
Chief creative officers: Fred & Farid
Executive creative director: Feng Huang
Creative director: Adrien Goris
Copywriters: Cao Wen, Yucy Wang
Art director: Billy Liao
Designer: Zoy Wang
Agency supervisors: Paul Lin, Chelsea Lin, Amber Yan, François Lin
Agency producers: Charles Renard, Caroline Wei
Brand Strategist: Karen Ge, Aaron Wang
Production company: FRED & FARID Shanghai
Director: Alvynn Diagne
1st AD: Ash
Executive Producer: Charles Renard
Producer: Jason Fu
Editor: Alvynn Diagne
Music composition: Ker Sound
Sound Recorder, Design & Final Mix: 韦代立

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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