Over the last 13 years, Tmall Global Shopping Festival has evolved into a social phenomenon and a symbol of yearning for a better life. This year, Tmall, China's largest open business-to-consumer platform, joins hands with Ogilvy Shanghai to launch their annual branding campaign, the commercial named “Where Has Wang Xiaole‘s Smile Gone?”. The movie tells a heartwarming story that celebrates happiness in its various forms and encourages each of us to find beauty and joy in daily life.
The team also helped Tmall design ultrarealistic 3D LED billboards featuring Tmall’s official brand ambassador, which were launched simultaneously in 6 cities. The campaign kickstarted the Global Shopping Festival.