Moleskine Create Intricate Paper Carving Art for Tmall's 11.11 Campaign

To promote Tmall’s world-famous annual shopping fest, the eCommerce giant invited brands to participate in its 11.11 campaign, featuring their creative interpretations of Tmall’s well-known cat head logo. The executions of selected brands will be running across a variety of channels.

The Moleskine poster created by Publicis Commerce for the 11.11 campaign perfectly fuses Tmall’s slogan ‘ideal life’ with the brand essence of Moleskine - an Inspiring Journey - and makes Moleskine stand out as one of the 52 brands selected by Tmall. It is also the third year in a row for Moleskine participating Tmall’s 11.11 campaign. 

Targeting people who love arts and culture, as well as business people, Publicis Commerce worked with John Ed De Vera, a famous paper-cut artist from Philippines. John Ed De Vera is a multi-disciplinary designer with true craftsmanship. His intricate layered paper carving with Moleskine notebook paper, carved out of a literary youth in the ideal life. 

In the picture, the layers of paper carving depict an immersive world of the artistic youth’s imagination, showing the scene of the ideal life in his or her mind: Drinking coffee in the afternoon while reading Hemingway; listening to the waves while enjoying the wonderful view of the aurora; a camera, a pair of climbing boots, a trip of self-exile etc. The flowing lines and colorful scenes form the shape of Tmall’s cat shape. Moleskine is here to capture these inspirations, these sparkling moments - a place to record your own ‘ideal life’. 

 

Cyril Drouin, Chief of the eCommerce Office at Publicis Commerce, Greater China said: “It is always such a pleasure to be creative for an iconic brand like Moleskine. We are pleased that our creativity was recognized by Tmall for three consecutive years. We continue to connect the Moleskine brand equity with art in China.”

Andrea Mantovani, Head of eCommerce Asia Pacific at Moleskine, said: “We are honored to partner with Tmall. Meanwhile we feel delighted to work with Publicis Commerce again for 11.11, who has shown a great understanding of our brand. We are part of the everyday life of young Chinese people. Our goal is to inspire their journey to project the ideal life they are dreaming for.”