Company: Alibaba Group Country: P.R. Of CHINA Section: OLYMPIC GAME - OLYMPIC SPIRIT Discipline: Ice Hockey Year: 2018 Director: Eli Sverdlov Editing: Noam Weissman Actors: Kenya's Ice Hockey Team Voice Off: Liav Sverdlov Producer: Juliana Li, Greta Bi CoProducer: Philip Key, Katherine Leach Lewis, Bernice Purdham, Sasha Cherniavsky, Daria Stepani, Branislav Binda Time: 2 min
Synopsis
In a world obsessed with size, the BIG are most talked about: big companies, big achievements, big stars… This is especially true in the context of the Olympic Games, where the winners get not only the medal, but also the applause and the spotlight. Being the Worldwide Partner of the Olympic Games gives Alibaba the opportunity to voice out its brand value to the whole world, not only because of the global impact of the world’s biggest sport event, but also because the Olympic Games shares the same value with Alibaba. The communication campaign aims to re-define the conventional perception of SMALL and inspire people all around the world to recognize that SMALL is not a sign of inferiority. Kenya amateur ice hockey team participate at the Winter Olympics firsthand.