Almost half of the entrepreneurs on Alibaba’s platforms are women. For its Global Women’s Conference on August 28, 2019, Alibaba wanted to create a campaign that would recognize the incredible accomplishments of women on and off its platforms.
We created a launch video and a series of eye-catching posters for social media distribution (Instagram, WeChat, etc.). The creative centered around “Watch Out for This Woman”, a phrase often used as a putdown for women challenging the status quo. We reinterpreted these words as a call to action full of pride and positivity. From there, we pushed the idea of reversal and reinterpretation throughout the work. Small became big. One turned to millions. The scales of fish became economies of scale.
