Submitted by OgilvyAgency IPI Score 95/100

Your Epic Vibe

Content Creation

Ogilvy Shanghai ran a 20-day global co-creation for Alibaba Cloud, turning fans' love of ice and snow sports into AI video art and reporting tens of thousands of works from 100+ countries.

10,000sworks collected

Case in 60 seconds

Alibaba Cloud needed to demonstrate its generative AI to a broad international audience, not just a technical one, and generate real participation tied to Olympic excitement.

Global fans of ice and snow sports have enthusiasm to express but no easy way to turn it into something creative, and generative AI can do the hard creative work for them.

Invite fans worldwide to co-create video artwork from their own inputs using Alibaba Cloud's AIGC technology, themed around ice and snow sports.

Ogilvy Shanghai ran a 20-day global co-creation experience that transformed participant inputs into AI video art.

The agency reports tens of thousands of works from participants across 100+ countries and regions, spanning ages 7 to 79. Figures are self-reported and not independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Global Olympic fans of all ages and technical abilities, reached around the world rather than in a single market.
Generative AI can feel intimidating or exclusionary to non-technical people, even as Olympic excitement is broadly shared.
The brand had to prove advanced AI capability while keeping participation open to a mass, non-expert audience.
Alibaba Cloud positioned its AIGC technology as a tool for everyday creativity, not just enterprise computing.
When the technology handles the difficult creative execution, people across languages and ages will take part in co-creating around a shared passion.

Creative & Execution System

Assets & channels

  • Global co-creation experience powered by Alibaba Cloud AIGC
  • Fan-submitted inputs turned into video art
  • Compiled video artwork

Partners

  • Ogilvy (Ogilvy Shanghai)
  • Alibaba Cloud

Participation mechanic

  • Fans worldwide submitted inputs that the generative AI transformed into video artwork

Creator role

  • Participants co-created; no named creators or influencers disclosed on the source

Results & Evidence

MetricValueResult type
Works collectedTens of thousandsengagement

Why Ogilvy's strategy worked

  1. 1

    Framing advanced AI as a simple creative act opened participation to a broad, non-technical global audience.

  2. 2

    Anchoring the experience to shared Olympic enthusiasm for ice and snow sports gave people a reason to take part.

  3. 3

    Letting the generative AI handle the hard creative execution kept the barrier low across languages and age groups.

  4. 4

    A wide reported age span, 7 to 79, suggests the mechanic travelled well beyond a tech-savvy core.

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