Every year on November 11, Alibaba Group holds the world’s largest 24-hour online shopping event. The 11.11 shopping festival started in 2009 with only 27 merchants to raise awareness of online shopping in China. The event falls during the seasonal changeover, filling a major gap in the traditional offline retail calendar in China. Often referred to as “Singles Day,” the day also falls on a Chinese folk holiday for young single people to celebrate their independence by treating themselves to a special purchase.
Mark Tanner, the founder and managing director of marketing research firm China Skinny, explains the basics of Alibaba’s 11.11 Global Shopping Festival.
I was commissioned to produce a Motion Graphics video explainer to explain to a foreign audience the significance and importance of china's single's day.
Client: Alibaba Group
Direction, Camera: Frederic Henriques
Camera assistant: Ha Fei
Art direction, Motion Graphics & Sound design: Frederic Henriques
Agency: Weber Shandwick