Lowe China empties the city in new campaign to promote online shopping at TaoBao Mall
Stink London director Pekka Hara takes the viewer on a beautiful visual journey in his latest TaoBao Mall “Empty City” spot for Lowe China.
Lowe China’s re-launch campaign for TaoBao Mall uses the “Where Are Shoppers?” execution platform that presents the obvious advantage of TaoBao Mall – Asia’s largest online shopping mall – over shopping at traditional outlets. The essence of this advantage is captured in the campaign’s theme: “No one goes out does not mean no one is shopping”.
This thematic TV spot features shopping malls, which should be packed, being completely empty with not a person in sight. It recognizes the fact that online shopping has become such an integral part of our daily lives today.
TaoBao Mall “Empty City” Credits
Client: TaoBao Mall
Title: “Empty City”
Agency: Lowe China
Chief Strategy Officer: Baiping Shen
Chief Creative Officer: Norman Tan
Creative Director: Rachel Lin / Sunny Lai
Art Director: Henry Zhang
Copywriter: Wendy Gan
TV Production: Connie Chua
Client Service: Franie Zhang / Carrey Cao / Zhoulin Lei
Production Co: Stink
Director: Pekka Hara
Exec Producer: Desmond Loh
D.O.P: Pasi Pauni
Art Director: Joe Tan
Editor: Amanda James (Final Cut, London)
Post: Daniel Adams (MPC, London)
Music: Juri Seppa (Humina, Finland)
Photographer: Derrick Lim
Retoucher: Patrick Ling
5 Comments
Just very average stuff I say.
Why can’t they have the shopping cart stationary? And the shopping mall was obviously shot middle of the night. Wouldn’t a more candid or reportage type of camera work works better for the idea, rather than this superbly crispy film quality?
The ‘ghost’ city look seems like some still shots all stitched together to get the panning panoramic shot. A blinking traffic light would help make the shot more like a moving shot, rather than a stitched up still shot.
Your problems with this spot are the least of its worries.
Wowww…talk about beign inspired….this is exactlyt the same idea and execution as M&C did for British Airways years ago for their promotional fares under the slogan….”Where is Everybody?
Ah yes, the old ‘where is everyone?’ idea. Almost as venerable a cliche as ‘crazy prices’. As well as BA, see also Australian Rugby League ‘where is everyone? Origin mate!’ campaign with an empty King’s Cross, and Galleria’s ‘We apologize to the churches, the sports stadiums etc’, all empty because all the customers are at Galleria.
Next week, how about a redux on ‘prices so low we must be crazy’?
Done idea, nothing new. In fact the same idea I have used it in a print campaign for a shopping festival which was done 4 years back.