超级猩探: 2019年超级猩猩年度运动派对​

SUPER SPOTTER: SUPERMONKEY PARTY 2019

WHY 问题
超级猩猩于2014年诞生,经过6年时间,成长为跨一线城市的运动健身品牌。SUPER SPOTTER 超级猩探是超级猩猩标志性的年度运动活动,每一年都有新锐教练在舞台上展现潜力、展示自己。2019年,超级猩猩同样希望塑造一次大事件活动,让会员及其他人们在充满生命力的教练身上看到更多的可能性,从而吸引更多的潜在消费者加入超猩,也能让更多其他教练看到超猩平台的实力,吸引更多优秀教练。

SUPERMONKEY was born in 2014, which has become a sports and fitness brand across first-tier cities after six years. SUPER SPOTTER is the iconic annual activity of SUPERMONKEY, in which new coaches go onto the stage to show their potential every year. In 2019, SUPERMONKEY also hopes to organise a big event that their members and others can see more possibilities in the coaches who are full of vitality, thus attracting more potential consumers to join in SUPERMONKEY and also enabling more other coaches to see the strength of SUPERMONKEY, so as to attract more excellent coaches. 

HOW 洞察

作为此次年度活动的合作伙伴,我们提取超级猩猩品牌既有的元——未来感、潮流、趣味,结合活动主题——高光时刻,成就superlife,成为superme,描绘出超级猩猩的进化史,并将此概念运用在空间设置上,利用充满未来科技感、潮流趣味性的元素,以时空隧道为故事主线,打造了4个体验式场景空间,从时空隧道进入,由原始空间到现代空间再到未来空间,通过时间线的连接,打造神秘好玩的沉浸式探索体验,让故事叙述更加完整。

As the partner of this annual event, we have focused on its existing elements: future, trend and fun, and have combined with the activity theme “Highlight Moment, Super Life, Super Me” to depict evolutionary history of SUPERMONKEY. At the same time,  we have applied this concept on the space design and made use of futuristic and funky elements to build four experiential space based on the story line of time tunnel. When getting into the tunnel, from original space to modern and to future space, a mysterious and immersive experience has been given to the consumers, which has made the story more complete and interesting. 

WHAT 答案

在本次超级猩猩的年度活动中,英途联盟在深刻洞察超级猩猩品牌个性、市场定位后,以消费者体验为核心,通过赛博朋克风格来契合品牌原有的年轻属性,打造沉浸式空间体验,用叙事线索串联不同场景,通过探索游戏凸显了活动的趣味性与参与感,增加了超猩与会员之间的互动。最终完美呈现了这场兼具视觉冲击与场景互动的高光时刻,达到了体现超级猩猩独有的品牌观感与能量感的活动目标。

 

In this annual activity, after having the deep insight into the brand personality and market positioning of SUPERMONKEY, Intox takes the consumer experience as the core, fitting the brand’s young characteristic through the cyberpunk style, creating immersive space experience and connecting different scenes with narrative clues. Besides, the interest and sense of participation of the activity has been highlighted through exploring games, thus increasing the interaction between SUPERMONKEY and its members. In the end, this highlight moment combining visual impact and scene interaction is perfectly presented, achieving the activity goal of reflecting the unique brand perception and the sense of energy sense of SUPERMONKEY.

超级猩猩放在橱窗里的运动空间

活动目标打造超级猩猩的高光时刻

SUPER SPOTTER 超级猩探是超级猩猩标志性的年度运动活动

主视觉设计

主视觉方面,为贴合活动风格,使用了星轨、宇宙元素,运用模块化拼贴方式,同时融入超猩的标志性符号,打造赛博朋克风格,运用在多处空间布局中,并将其完整延展呈现于现场装置物料及周边礼品中。

空间设计

此次活动选址在一家大型夜店,我们基于装置创意与空间的实际情况,打造了4个体验式场景空间,从时空隧道进入,通过时间线的连接,由原始空间到现代空间再到未来空间,让故事叙述更加完整。

01 时空隧道

用霓虹灯营造时空隧道的氛围,为接下来讲述不同时间段的空间体验提供一个完整故事线,墙面设有活动线索,参与者需要用紫光灯照射,增加互动感;

02 原始丛林空间

整个空间色系以黑色及绿色为主,营造丛林秘境的深邃感,通过假绿植及霓虹灯营造整个空间氛围;

​​使用具有设计感的造型支架装挂电视机,配合发光灯带增加空间体验,同时释放目前品牌理念及品牌课程创新之道;

03 现代空间

结合理发室复古元素打造一个赛博朋克空间,通道沿用主KV画面铺满墙面,配合霓虹灯,营造未来神秘潮玩复古风,为进入主会场做铺垫;

04 未来空间 

经过时光隧道与三重空间,便来到了活动主会场,超级猩猩的新锐教练们创造了全新的舞台表演和训练动作,与会员们一起打造了这场传承猩探精神的运动派对。

05 主会场

英途联盟在深刻洞察超级猩猩品牌个性、市场定位后,以消费者体验为核心,通过赛博朋克风格来契合品牌原有的年轻属性,打造沉浸式空间体验,用叙事线索串联不同场景,通过探索游戏凸显了活动的趣味性与参与感,增加了超猩与会员之间的互动。最终完美呈现了这场兼具视觉冲击与场景互动的高光时刻,达到了体现超级猩猩独有的品牌观感与能量感的活动目标。

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