We created a big idea “Discover a world of treasures” for 2017 TAOBAO 12.12 shopping festival. It’s out of “Journey to the west”, the most classic masterpiece in China, as we found the process of hunting featured products on TAOBAO app is just like a journey of discovering all kinds of treasures, just like the characters of “Journey to the west” hunting for treasures. We compare 8 kinds of young customers under different shopping field to 8 classic characters of “Journey to the West”, and show they discovering a world of treasures on TAOBAO app by the video. Also, we invited the young composer, J Radiate to adapt the classic song of “Journey to the West” for the video, to deliver the concept of big idea by the all new lyric and the way of mixing rap&classic. The campaign is aim to call for more young and maverick people to join in TAOBAO 12.12 shopping festival, and to discover a world of treasures!
Film advertisement created by mcgarrybowen, China for Taobao, within the category: Retail Services.
Chief Executive Officer: Simone Tam
Chief Creative Officer: Jeffry Gamble
Executive Creative Director: Danny Li
Copywriters: Gem Xu, Sihan Jin, Party Zhang
Art Directors: Adam Yang, Lucky Guo, Roc Huang, Bingo Xu
Designers: Huangzong Duan, Kristin Li
Account Service: Carol Ma, Jasmine Qu, Jeff Cai
Producer: Fiona Zhong
Production Agency: Red Horse
Music Production: J Radiate/a>