Our fully integrated campaign was created around the Idea - Giving and sharing bring true happiness home.
In our film, we follow Huang Xiaoming, on a journey to deliver new year packages to real mums in poor communities.
With no media spend, we launched our film directly on Tmall. Our film reached a total viewership of 1.4billion views.
We delivered 16416 package to mums nationwide in the first week after the launch.
I worked as the creative director for this project.
In five months' preparation and production, I worked closely with the client (PepsiCo China), the digital team at Alibaba (Tmall), social media and UX agencies to hone the final deliveries.
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