W has delivered a comic short film trilogy demonstrating the benefits of Tmall’s customer care service. The H5 campaign, titled “Tmall Care Drama Club”, transports us inside a mannequin hidden deep within a freaky fairground, imagining an online shopper’s fluctuating emotions from the perspective of his personified organs.
In a frenzied first four minutes, we see a neurotic heart character played by an actor in a rubbery red costume, excited about delivering and assembling a new sofa he has bought for his crush, only to learn that Tmall Care Online Shopping service can take care of everything. The second shorter film takes us up to the brain, where the left and right side race to pick up a package before discovering that Tmall can save them the trouble.
W’s founder Li Sanshui explains, “We get anxious when the delivery isn’t fast enough. We get mad when we find the product isn’t good enough and there’s no return policy. We tried to emulate those sensations by personifying the organs that control them in a humorous way.”
The “Tmall Care Drama Club” films take the form of a whimsical stage play, an idea that Li has been toying with since last summer after W’s collaboration with artist Maleon for his puppet show, “Papa’s Time Machine”.
W与马良合作《爸爸的时光机》| W x Maleon: “Papa’s Time Machine”
H5中的短片由上海米立制作完成拍摄，他们请来了台湾前摇滚团体成员、如今的MV导演廖人帅来执导本片。廖人帅2016年执导的张靓颖《Dust My Shoudler Off》MV拍摄手法结合多部世界名画，引起外媒争相报导。
The films were produced by MiliFilms and directed by Taiwanese former rock singer-turned-music video director Leo. Leo shot to prominence in 2016 with his video for pop star Jane Zhang’s song, “ Dust My Shoulders Off”, notable for its slick integration of art masterpieces.
廖人帅执导《Dust My Shoulder Off》| “Dust My Shoulder Off”, Directed by Leo
Li says he is a fan of another of Leo’s films, the opening video for Taiwan’s most famous talk show “Kangsi Coming”. “Besides that,” adds Li, “Leo’s personal style really matched up with our concept for Tmall Care Drama Club.”
The campaign marks yet another daring effort from W, a multiple awarded-agency which is recognized by the Chinese advertising community as one of the most creative independent agencies in China.
W创始人李三水与导演廖人帅 | W’s Founder Li Sanshui and Director Leo
While the humor here might not be to everyone’s taste, there is a palpable sense of a team playing and having fun. “We had a wonderful time shooting the film,” says Li, “The crew was laughing all the way.”
The campaign was released on March 1st, starting with the heart and the brain. The next installment, focused on the eyes, is still in production, with more films based on different organs set to follow.
- 音乐出品：W 野狗音乐舱
- Brand: Tmall Care
- Planning: Li Sanshui
- Director: Leo
- Script: Li Sanshui, Leo, Wanzi
- Art Director: Boyang
- Production Company: MiliFilms
- Executive Producer: 瓜哥／Hannah
- Producer: 雄哥／艾拉
- Post Production: Pansy／阿伟
- Music: W