NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎
Alibaba Tmall
See You on SnowHole Code｜#20211209
● CONTEXT
The Beijing Winter Olympic Games in 2022 pushed the already undercurrent surging skiing market to the climax, the gradual heating market of skiing equipment shows people’s passion at first time, but in the mindsets of Chinese consumers, there was no iconic IP that leads the skiing culture yet, thus, Tmall, as a dominant e-commerce giant, took the opportunity of the Winter Olympic Games to create a phenomenal campaign - Tmall Winter Festival (a shopping festival dedicated to winter sports, brands and trends).
● IDEA
To launch the 2022 edition of Tmall Winter Festival, 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 the 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 embrace the snow sports.
● ANGLE
For brand’s 3 main target - Advanced snowboarders/skiers: living in 1st and 2nd tier cities, Chinese urban people: aspiring to experience the winter sports (mainly Y85 to Y90). Other potential consumers (mostly aged between 18 to 35): The occasional outdoor adventurers, they all have a common sense that want to flee bustling cities during the winter - flee from the suffocating works, endless epidemic, annoying traffic, our “Snow Call” film aiming to express a message that we encourage them flee these daily issues once time, say goodbye to city, see each other on the snow.
{ Today We Escape }
Let’s Flee Out of The Bustling Cities
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{ Online }
The Longest Posters
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{ Offline }
Urban Propaganda & Main Venue in Songhua Lake
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{ Media Press }
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{ Credits }
Fred & Farid
2021-2022
{ Role }
Art Direction
Design Execution
{ Collabs }
Supervisors｜Paul Lin, Chelsea Lin, Amber Yan
Creative Direction｜Adrien Goris, Billy Liao
Copywriters｜Cao Wen, Yaya, Yucy Wang
Producer｜Charles Renard, Caroline Wei
Director & Editor｜Alvynn Diagne
DOP｜DU FU
Casting｜Baiwen, Aka
Stylist｜Cuncun
Music Composition｜Ker Sound
Online｜Pxa