BBDO conceptualises #TheWorldSheMade brand campaign for Alibaba
BBDO teamed up with Energy BBDO Shanghai to create a campaign to launch the biennial Alibaba’s 2019 Global Conference on Women & Entrepreneurship, called “The World SHE Made”, a highly compelling campaign. It is an Alibaba group brand campaign that supports women from China to the world, and calls for more young women to start up their own business.
In August, a team comprised of BBDO and Energy BBDO Shanghai staffers won the pitch based on their big idea “Watch Out For This Woman”, which involves a brand video and 8 prints of the different stories, achievements and contributions of incredible women who break with convention/tradition/the rules. The brand video will also open the conference on August 28, 2019 at Hangzhou – the main venue – and will feature at the conferences in Sydney, Jakarta and Tokyo.
"Watch Out For This Woman” was inspired by the story of the first woman in the United States who went public in 1991 about her own rights. In that year, she was the only woman in the courtroom. Some people questioned her motives, as well as her mental state, positioning her as someone who fantasised about her boss loving her, which made her says these things about the man in question; even said she sought fame. The judge went on to state “Watch Out For This Woman!"
From then to now, people are heard saying "Watch out for this woman." The difference is that back then, it was said in anger and distrust of women's intentions and meaning, but now it is said in admiration of women’s incredible achievements. Every woman deserves to be noticed by the world.
The film features impressive women, such as well-known diving queen Guo Jingjing; Qian Xue - Alibaba's General Manager of artificial intelligence laboratory; former supermodel Lu Yan, who is the founder of COMME MOI; Xu Yannan, who created clothing for plus-size women; Mariéme Jamme, who founded the iamtheCODE project, teaching 1 million African women programming so that they can have a better future; Xiaohua from Yuannan Province in China, who has helped her village become richer by promoting agricultural products through e-commercial platform...
On the Alibaba platform, nearly 50% of entrepreneurs are women. It is a platform where women can reach their true potential, learn new ways of thinking and doing business and use their talent and creativity to take risks; risks that turn into rewards. Helping women find their voice is a key brand value of Alibaba.
“BBDO is proud of the partnership we have formed with Alibaba, and we feel even more proud to be able to work on this important campaign. Women have unique talents that are well suited to online entrepreneurship and we want to say a big congratulations to Alibaba for this thoughtful, important event, ushering in an era of powerful and memorable female entrepreneurship.” BBDO Greater China CEO Tan Tze Kiat commented.