The winter sports market in China is one of the fastest growing in the world–over $126 billion by the 2022 Beijing Winter Olympics–with a target of over $160 billion by 2025. Ahead of the Winter Olympics, Tmall partnered with Fred & Farid Shanghai for the launch of the Tmall Winter Festival 2022 (the annual major shopping event dedicated to winter sports brands). The creative agency has developed a communication platform (including strategy, creative and in-house production) aimed to introduce winter sports to the Chinese market.
In this spot, we see assorted urban folks being called to the great white snowy wild for outdoors adventures. Alvynn Diagne directed this “Goodbye City, See You On Snow!” film created and produced by Fred & Farid Shanghai.
Credits
Client Tmall, Alibaba Group Agency Fred & Farid Shanghai Fred & Farid, chief creative officers; Feng Huang, executive creative director; Adrien Goris, creative director; Cao Wen, Yucy Wang, copywriters; Billy Liao, art director; Zoy Wang, designer; Charles Renard, Caroline Wei. producers; Karen Ge, Aaron Wang, brand strategists. Production Company Fred & Farid Shanghai Alvynn Diagne, director & editor; Charles Rendard, exec producer; Jason Fu, producer. Music Ker Sound
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
