The Drum Awards Festival - Extended Deadline

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Client: Alibaba
Date: Jan 2018
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Alibaba Group has launched its first brand campaign as part of its 10 year partnership with the Olympics, using emotional storytelling techniques to drive awareness of its support of small businesses.

The ‘To the Greatness of Small’ campaign comprises of TV in China, digital in China, Korea, The US, UK and Japan and on the ground activation, including outdoor ads, at the Winter Olympics in PyeongChang, which starts in February.

The idea aims to use sports to draw links between its work with small businesses, showing how powerful small can be with the right support.