ANGEL Media Launch | Alibaba Group x NTU

Overview
The ANGEL Media Launch, held on September 12, 2024, at Nanyang Technological University (NTU), marked a pivotal moment in sustainable technology research. This event, planned and executed by NTU, was a strategic collaboration between Alibaba Group and NTU, reinforcing their commitment to sustainability through AI-driven solutions.

Objective

  • Showcase the partnership and collaboration between Alibaba and NTU.

  • Provide a clear overview of ANGEL’s vision and objectives.

  • Set the tone for the future of ANGEL as an aspirational, future-forward, and innovative initiative.

Programme Highlights

  • Opening addresses by NTU and Alibaba management.

  • Keynote speech by Deputy Prime Minister (DPM).

  • Interactive launch mechanism unveiling the ANGEL logo.

  • Video presentation narrating ANGEL’s vision.

  • Exhibition booth tour showcasing research innovations.

  • Networking session.

Strategic Messaging & Impact

  • Breaking down barriers in sustainable technologies: Leveraging Alibaba Cloud’s sustainability platform to drive impactful solutions.

  • ANGEL as APAC’s equivalent of MIT Media Lab: Positioning it as a hub where research meets real-world application.

  • Less Science, More Purpose: Making sustainability research relatable through real-world impact stories.

  • Recruiting Partners Pre-Launch: Demonstrating tangible business impact from the onset.

  • Alibaba as a Testbed for Scaled Impact: Showcasing Alibaba’s ability to drive sustainability at a global scale.

Creative Concept

To bring the vision to life, the creative approach focused on "Collaborative Harmony"—a seamless synergy between Alibaba Group and NTU, symbolizing shared goals in sustainability. The key elements included:

1. Key Visual & Tagline:

  • Visual Theme: Interlocking rings representing collaboration, sustainability, and innovation.

  • Tagline: "Ring in the global wave of e-sustainability."

2. The Interactive Launch Experience:

  • Each VIP stood before an unlit pedestal.

  • Pressing a button activated the pedestal’s LED lighting in blue, red, or green.

  • Once all pedestals were illuminated, a video animation on the LED screen unveiled the ANGEL logo, signifying unity and collective impact.

3. Launch Video & Storytelling:

  • Positioned ANGEL as a catalyst for sustainable digital technologies, showcasing its mission to merge AI with sustainability.

  • Emphasized Alibaba’s commitment to long-term impact and innovation.

Agency: MOI Global

Account Director: April Han
Events Director: Audrey Wong
Strategist: Jackson Yeo
Creative Director: XT Cheng

Copywriter: Sadat Osman
Art Director: Mathisha Mahawalage
Digital Designer: Felicia Yap
Motion graphic designer: Hanan Ramadhan