As part of a ten-year partnership with the Olympics, Tmall (Alibaba Group), China’s biggest B2C online retail platform, has launched a motivational Winter Olympic Games campaign with FF Shanghai, setting winter on fire. The film, directed by Salomon Ligthelm, aims to change people’s perspective toward the winter season while leveraging on the spirit of the Olympic Games. No matter how harsh winter can be, it makes us feel alive than ever; ‘In the midst of winter, I found there was, within me, an invincible summer’ Albert Camus.
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