AliExpress and Ogilvy Shanghai want to bring the joy of discovery back to shopping

With Double 11 in the rearview and Black Friday just around the corner, the holiday retail frenzy is firmly upon us. For their first global campaign, AliExpress and Ogilvy Shanghai are capitalising on the moment to give us "a World of Shopping Wonder."

Featuring a not-so-subtle nod to another famous Wonderland, the campaign video stars a fast-talking white hare that brings consumers down the rabbit hole to products and deals they'll love. 

The creators of the spot lament the way algorithmic and technology-centric platforms have taken the fun out of shopping, and the rabbit is there to interrupt hasty purchases and encourage consumers to explore. The goal is to put joy back at the centre of the online shopping experience.

A global campaign, "Shop Endless Wonders" puts a special focus on France, Spain and Poland to remind users that Alibaba's global retail marketplace should be their go-to when it comes to holiday shopping. 

To localise the content for European markets, Ogilvy Shanghai collaborated with Ogilvy Paris and Madrid, and also hired Universal Production Partners (who created visual effects for the film Blade Runner 2049) to handle the animation work.

“2020 is a uniquely challenging year, and this campaign is about providing an effective solution with a systematic approach landing in multiple markets, from both the creative thinking and production feasibility levels,” said Wei Fei, group executive creative director at Ogilvy Shanghai.

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