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Rooms to Grow
A dynamic campaign featuring television commercials and out-of-home advertising, strategically crafted to highlight the efficiencies of Alibaba.com’s digital marketplace to the German business sector.
2023
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Overview
001)
Introducing Rooms to Grow.
Alibaba.com, the global B2B e-commerce leader, introduces "Always Room to Grow" — our innovative campaign tailored for the German market.
This campaign exemplifies the transition from traditional business methods to the expansive possibilities offered by Alibaba's digital platform, promoting a shift towards more efficient, global business practices.
My role: Translate this transformative message into powerful visuals and strategic ads, both on TV and outdoors, to resonate throughout Germany.
FILM DIRECTION
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VISUAL DESIGN
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CREATIVE DIRECTION
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FILM DIRECTION & VISUAL DESIGN & CREATIVE DIRECTION &
The Brand Film
002)
Creative Direction:
Our brand film uses a striking contrast between a "big head" in a "small room" and a vast, open space to dramatize the constraints of traditional sourcing.
As the character discovers Alibaba.com, their cramped room transforms, expanding into a larger area filled with convenient supplies. This visual metaphor powerfully illustrates how Alibaba.com opens up new possibilities, liberating businesses from traditional limits and ushering them into a world of efficiency and opportunity.
Visual Development
003)
Art Direction:
In collaboration with our production house, I meticulously ensured the script, tonality, and art design were precise and visually appealing.
Key details included the strategic use of different shades of orange to represent our brand effectively. We also crafted character designs tailored to our three target personas, enhancing relatability and engagement.
Additionally, the environment design was carefully developed to accurately reflect real business scenarios, adding authenticity and depth to the visual storytelling.
004)
Display ads and OOH
For the display ads, I used the "negative" big head scene to boost click-through rates. This striking visual highlights the limitations of traditional sourcing. For our OOH advertising, I chose the "positive" open space scene to build confidence in Alibaba.com’s expansive possibilities. Both visuals were designed to seamlessly integrate across all channels, ensuring a cohesive campaign.
Intergration
005)
Impact & Reflection:
Launching our brand film in a new market was an exhilarating challenge.
I ensured that every aspect—from character realism to story relevance—truly resonated with the audience, fostering a genuine connection with our brand.
I’m proud to have played a part in a campaign that not only surpassed our exposure goals with 439 million views but also increased brand awareness by 22%. This success has been incredibly rewarding.
