Ahead of the 2022 Beijing Winter Olympics, Alibaba Group’s Tmall partnered with agency Fred & Farid Shanghai to launch The Tmall Winter Festival 2022’ – an annual shopping event dedicated to winter sports brands – through a campaign called ‘Goodbye City, See You On Snow’.
The retail brand and creative agency created an integrated advertising campaign and communication platform aimed at introducing winter sports to the wider Chinese market spearheaded by a hero film called ‘Goodbye City, See You On Snow’ aimed at ‘urban Chinese looking for snowy outdoors adventures’ which debuted on 11 January.
The campaign was created for Alibaba Group owned Tmall by a team at Fred & Farid Shanghai which included Executive Creative Director Feng Huang, Creative Director Adrien Goris, Copywriters Cao Wen and Yucy Wang, Art Directo Billy Liao, Designer Zoy Wang, Agency Supervisors Paul Lin, Chelsea Lin, Amber Yan and François Lin, Agency Producers Charles Renard and Caroline Wei, plus Brand Strategists Karen Ge and Aaron Wang.
Fred & Farid Shanghai also handled the production with Director Alvynn Diagne, 1st AD Ash, Executive Producer Charles Renard, Producer Jason Fu and Editor Alvynn Diagne, with music composition by Ker Sound and sound by 韦代立.
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Linked to the wider marketing ramp up around the 2022 Beijing Winter Olympic Games which run from 4 to 20 February, this campaign comes as the fast growing winter sports market in China is estimated to grow to $126bn by the end of the 2022 Beijing Winter Olympics and to more than $160bn by 2025.
Parent company Alibaba is a global IOC partner and launched its first Olympic activation programme back in 2018 with the ‘Greatness Of Small‘ campaign.
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