时间 TIME：2024/08
客户 BRAND：88VIP
命题：淘宝88VIP和NBA合作周边，做什么。
难题：以女性用户居多的88VIP怎么对篮球周边感兴趣。
解题：一个把篮网穿在身上的篮球，代表有球就必在篮框里，简称「有球必in」。它同时满足三个条件：一是能延续NBA全情投入的精神；二是把篮网穿在身上有穿裙子的感觉，让篮球变得没那么硬核，女性用户更容易有亲近感；三是整体造型的寓意是「有球必in」，能代表品牌对VIP的祝福，用拿在手里的「球」，取代了求神拜佛的「求」，看似是谐音的祝福其实是很正派、很精神的。
Brief:Co-branded peripherals between Taobao 88VIP and NBA, what to create?Problem:How to make basketball peripherals appealing to 88VIP’s predominantly female user base?Solution:A basketball wearing the net on its body, which symbolizes “every shot goes into the hoop” — shortened to You Qiu Bi In (Always In). It meets three requirements at the same time: first, it can carry forward NBA’s spirit of wholehearted devotion; second, wearing the net on the body feels like wearing a skirt, which softens the hardcore image of basketball and makes it more approachable for female users; third, the overall design conveys the auspicious meaning of “Always In”, which represents the brand’s blessings to VIP members. The tangible “ball” in hand replaces the “praying” in traditional blessing-seeking; what seems like a homophonic pun is actually a sincere, uplifting positive wish.
时间 TIME：2024/08
客户 BRAND：88VIP
命题：淘宝88VIP和NBA合作周边，做什么。
难题：以女性用户居多的88VIP怎么对篮球周边感兴趣。
解题：一个把篮网穿在身上的篮球，代表有球就必在篮框里，简称「有球必in」。它同时满足三个条件：一是能延续NBA全情投入的精神；二是把篮网穿在身上有穿裙子的感觉，让篮球变得没那么硬核，女性用户更容易有亲近感；三是整体造型的寓意是「有球必in」，能代表品牌对VIP的祝福，用拿在手里的「球」，取代了求神拜佛的「求」，看似是谐音的祝福其实是很正派、很精神的。
Brief:Co-branded peripherals between Taobao 88VIP and NBA, what to create?Problem:How to make basketball peripherals appealing to 88VIP’s predominantly female user base?Solution:A basketball wearing the net on its body, which symbolizes “every shot goes into the hoop” — shortened to You Qiu Bi In (Always In). It meets three requirements at the same time: first, it can carry forward NBA’s spirit of wholehearted devotion; second, wearing the net on the body feels like wearing a skirt, which softens the hardcore image of basketball and makes it more approachable for female users; third, the overall design conveys the auspicious meaning of “Always In”, which represents the brand’s blessings to VIP members. The tangible “ball” in hand replaces the “praying” in traditional blessing-seeking; what seems like a homophonic pun is actually a sincere, uplifting positive wish.
