TAOBAO 12.12 SHOPPING FESTIVAL #世间宝贝在此#
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TAOBAO 12.12 SHOPPING FESTIVAL # 世间宝贝在此 # TVC
我们为淘宝2017年的双12购物节打造一个 Big Idea: # 世间宝贝在此 # 。创意灵感来源于中国最经典的名著《西游记》,我们发现年轻人在淘宝上“猎取”奇葩宝贝的过程就像一场淘宝之旅,这和《西游记》中的各种妖魔鬼怪猎取宝贝的概念异曲同工。我们借用《西游记》中的8个经典人物,比喻8个在不同商品类别购物的消费者,展现他们在各自的淘宝之旅上发现 # 世间宝贝在此 #。同时邀请了年轻音乐人利健森用Rap改编了86版西游记的片尾曲,以全新的歌词唱出 # 世间宝贝在此 #的概念,以此呼吁更多“妖魔鬼怪”年轻人加入淘宝1212购物节。
https://www.youtube.com/watch?v=dhYj0ZaxovU&feature=share
https://weibo.com/p/100808250fd4d83a47c94a836f8dded6b47598?k=%E4%B8%96%E9%97%B4%E5%AE%9D%E8%B4%9D%E5%9C%A8%E6%AD%A4&from=526&_from_=huati_topic

We created a big idea “Discover a world of treasures” for 2017 TAOBAO 12.12 shopping festival.It’s out of “Journey to the west”,the most classic masterpiece in China,as we found the process of hunting featured products on TAOBAO app is just like a journey of discovering all kinds of treasures,just like the characters of “Journey to the west” hunting for treasures .We compare 8 kinds of young customers under different shopping field to 8 classic characters of “Journey to the West”, and show they discovering a world of treasures on TAOBAO app by the video. Also, we invited the young composer, J Radiate to adapt the classic song of “Journey to the West” for the video, to deliver the concept of big idea by the all new lyric and the way of mixing rap&classic .The campaign is aim to call for more young and maverick people to join in TAOBAO 1212 shopping festival, and to discover a world of treasures!
https://www.youtube.com/watch?v=dhYj0ZaxovU&feature=share