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
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
