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Brands craft messages into shape of Tmall logo for Singles’ Day advertising blitz in China

Saatchi & Saatchi has created a large-scale outdoor campaign for Alibaba’s Tmall e-commerce brand for Singles’ Day.

Pampers Singles' Day

A campaign consists of 49 posters representing 49 brands taking part in the annual online shopping frenzy, with each brand expressing their identity using Tmall’s cat head logo. Pampers’ execution used the outside of Tmall’s logo as a baby enclosure.

Safeguard Singles' Day

Participating brands in the campaign include Safeguard, which crafted the Tmall logo into a bar of soap in the image of family washing their hands. Moleskine made the logo into the shape of an artist’s drawing.

MoleskinePosters are running all over China’s metro stations and billboards, as well as online.

Singles’ Day takes place on 11th November, when billions in sales are generated through special deals from hundreds of companies. Last year’s event was worth US$14.3 billion in sales, a big jump the US$9.3 billion made in 2014.

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