& Creative Lab Shanghai creates ‘you can’t buy your love, bid for it’ campaign for Alibaba
Alibaba, founded by Jack Ma, has created another new “festival” after the success of “Double 11” (Singles’ Day, which is now the largest e-shopping day in China). “520”, known as a non-official Valentine’s Day in China, with the same pronunciation of “I love you” in Chinese, is now redefined by Alibaba as the “Auction Day”, since Alibaba has just combined Ali Auction, the on-line auction platform, and Xian Yu, the biggest second-hand online market. In order to promote its brand up-grading and the newly defined “festival”, Alibaba entrusted & Creative Lab Shanghai with the brand marketing campaign.
& Creative Lab has created an integrated campaign for Alibaba “520 Auction Day”, including brand image, logo design, main slogan, suspense print media ads, digital outdoor advertising, a set of interactive HTML 5, entertainment marketing and a digital ads on LED media of Citibank tower by the Bund. The Logo and slogan (“You can’t buy your love, bid for it.”) built up the linkage between Auction Day and “520”. Then they released a interactive HTML 5 game. One can scan his/her face and get a lip print. Then he/she can either send a love letter with the lip print, or upload a portrait, and get a new portrait made with thousands of lip prints, and sign on it. Thus one can make his/her own piece of art work with love and share it to the beloved ones. & Creative Lab has also planned a unique outdoor interactive event in Shanghai International Fashion Center. People can make a lip print portrait of their own and send the art work to a huge LED screen (sized 6m*8m ) by scan the QR code on it.
Credits – Founder and Chief Creative Officer: Jody Xiong. Creative Director: Lin WeiJun. Copywriters: Candy Chen, PeiPei, FeiFei. Art Directors and Designers: Jody Xiong , Lin WeiJun, XiaoJin. Technical Support： GWANTSI Meaia Lab. Photography: Nic.