Our fully integrated campaign was built around the idea that giving and sharing bring true happiness home. In our film, we follow Huang Xiaoming (The biggest local star) on a journey to deliver New Year packages to real mothers in impoverished communities.
With no media spend, we launched our film directly on Tmall. The film reached a total viewership of 1.4 billion views. We delivered 16,416 packages to mothers nationwide in the first week after the launch.

I worked as the creative director for this massive project. Over five months of preparation and production, I worked closely with the client (PepsiCo China), the digital team at Alibaba (Tmall), and social media and UX agencies to refine the final deliverables.

Civilization Shanghai

Founders / Partners: Andrew Lok / Alex Xie
Creative Director: Kurt Feng / Stephen Zou
Art Director: Stephen Zou / Kurt Feng / Eleven Qiu
Copywriter: Miya Wang
Film Director: Weiran Li
Digital Partner: Alibaba Group China, Tmall.com