This campaign was to support Alibaba’s 11.11, on November 11th, also called Singles’ Day; it is the world's largest 24-hour online shopping festival; four times bigger than Black Friday and Cyber Monday sales days combined.

11.11 started out in China as Alibaba-specific, but now became China’s national shopping festival; many competitors such as JD.com, Suning, Walmart are pushing hard for a greater share of the sales.

Tmall - Alibaba’s B2C giant, still, is the biggest e-commerce platform in the country; 61% of the whole market happens on this platform. Last year (11.11.2015), $14.3 billion in gross merchandise volume has been generated on Alibaba’s platforms.

This year the brief was to reinforce Tmall’s leading role for 11.11, strengthen this festival as the world’s biggest celebration/gathering of International brands & quality lifestyles, and of course attract new consumers.

In this 1min11 vignette film, entirely shot in China (Xinjiang, Shanghai), we illustrate about 30 different brand taglines’ lifestyles by featuring 30 Chinese consumers, in different locations and life moments.

The film script has been entirely written with brand taglines; 31 of the world’s most iconic brand taglines united together in a specific order to tell one unique story to celebrate 11.11. The story is a celebration of international modern/qualitative lifestyles.

All in 1 is a campaign entirely written with brand taglines. We united 31 of the world’s most iconic brand taglines together, in a specific order, to tell one unique story; all brands, all lifestyles, all spirits, and all people on Tmall to celebrate 11.11.

Beside a full-length vignette film (1min11) and 4 shorter versions (one 60s and three 30s), a print campaign and few radio spots all around China have been developed.

The beauty of this campaign lies on the fact even major competitors such as NIKE/Under Armour/New Balance or SK-II/L’Oréal Paris/Dove agreed to be among the pool of brands/partners; Alibaba’s CMO himself contacted Brands CEOs/CMOs to bring them into this project.

“It is a beautiful tribute to advertising & design; it’s an ode to the world’s most emotionally-charged advertising taglines. It's the most exciting and ambitious ad we’ve ever done” said Tmall’s CEO, Daniel Zhang.