A look at Alibaba Group’s maiden global campaign – To the Greatness of Small

To the Greatness of Small

The campaign titled To the Greatness of Small has 3 video commercials; Alibaba pays a tribute to the underdogs in Olympics Games capturing the spirit of the brand as well.

Alibaba Group has launched its first global advertising campaign for the Olympic Winter Games PyeongChang 2018. According to reports, Alibaba said a year ago that it would be an Olympics sponsor until at least 2028. However, the financial terms of the 11-year deal was not disclosed.

Reportedly, this will be the Chinese e-commerce giant’s first corporate advertising campaign outside China , and the first that features the brand Alibaba itself. The campaign titled To the Greatness of Small comprises of three commercials that highlights how one small action can touch millions of people, how small moments of character can inspire the world, and how the underdog can achieve great things in life.

Reports also state that as part of the partnership, Alibaba will provide cloud-computing infrastructure and services to help transform the Games for the digital era. The video has been produced by advertising agency BBDO and the ads will run in English, Chinese, and Japanese.

Also Read: [Campaign Review] Coca Cola’s #ThatsGold took a leap for Gold amongst Olympic campaigns

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