Situation:

Being a top sponsor of the Olympic Games for the 1st time, Alibaba is willing to leverage the global impact of the largest sport event and resonance with global audience under one brand voice. 

Brief:

lack global marketing presence with a weak brand awareness at global level, Alibaba need an idea that perfectly encapsulates the Olympic values and goes right into the heart of Alibaba’s brand ethos.

To unify audience’s understanding about what Alibaba stands for and what Alibaba has been doing.

To engage with consumers around the world.

Objectives:

Drive brand exposure and social talks on global SNS platforms.

It is Alibaba’s debut show at global stage. Being a top sponsor of the Olympic Games, Alibaba is willing to leverage the global impact of the largest sport event and resonance with global audience under one brand voice. 

Alibaba believes in that technology is for better human world, and benefit for majority of people instead of chosen few. Alibaba dedicates to empowering small business and young people from day one founded back in 19 years ago.

Therefore, Alibaba choose to go for alternative way, state the point of view on SMALL, a celebration to SMALL, full of humanity.

The online film is a manifesto of Alibaba’s Olympic voice: To the Greatness of Small. With a series of shots featuring ordinary people, small businesses and unknown athletes, we revealed to the world that every ‘small’, because of its inner beauty and power deserves to be seen and to be appreciated.

Design Elements and their integration

The copywriting transformed the brand voice – To the greatness of small to a manifesto, and it sits the core of the whole campaign.

Design touch points

Online video, Website, Banner ads, PR release.

Materials, Design Styles, Design choices

We produced an online video for the manifesto, for a better storytelling way.

Design development and process

The copywriting is important for bringing the idea to life, it well planned and crafted in the below logic:

Resonation lines: To draw attention

Point of View lines: To state clear of Alibaba’s belief on SMALL.

Supporting lines: Giving examples from all walks

Summary and Ending Lines: Just like Olympic Games is a celebration of all human, Alibaba is also will to empower anyone, especially on SMALL, enable them to shine on global stage.

Choice of Campaign elements

Sports events from Olympic Games.

Scale