The Double 11 event offered a key opportunity for brands to engage consumers and achieve the biggest annual marketing goals. The campaign’s creative strategy focused on the theme "New & Fresh" and was built around a three-layered approach: presenting a youthful brand, showcasing the latest competitive products, and providing unique experiences. Three promotional videos and a KV series employed a reverse creative approach, featuring a caveman exploring new adventures with imaginative set design and rhythmic storytelling, driving a 37% increase in page click-throughs and generating 50 million reach across online and offline channels.