Winter, camel active × Chinese aerospace culture × Good bottle

Since the Double 11 official announcement, the three-party joint name camel active this season has received a lot of attention. Regarding the ecological protection of space and the curiosity about space instinctively, how did these winter items explode the market?

Chapter 1: In the Name of Space Protection

The original intention of this joint name is to start from an inevitable status quo, that is, space junk. According to the ESA survey data in January 2016, there are about 34,000 large debris in space, as many as 900,000 dangerous debris, and tens of millions of small debris. And this number is still growing. So in order to get attention to this invisible problem, camel active teamed up with Chinese aerospace culture and good bottles to create a cross-border that breaks the dimension wall and use cultural output to contribute to public welfare and humanity.

Chapter 2: More than just borrowing a name

In this age of "cross-border is not new", why can most people still pay for it? This has to mention the product.

When big names and super IPs used each other under the name of cross-border, camel active × Chinese aerospace culture × good bottles played real.

First, three armbands were customized, "Dongfanghong No. 1", "Shenzhou Spacecraft", and "Chang'e Project". Every design process needs to be compared with iteratively to ensure 100% restoration, and the mind is hollowed out in details such as the background that can be easily ignored, and the sincerity is self-evident.

Then, the two joint list items featured this season, from the material level, determine their value far exceeds other limited single items. The "Space Bag" uses environmentally friendly recycled fabric rPET extracted from 27 plastic bottles, and the raw materials of the "Space Wristband" are from the first stage separation debris of the rocket fairing of the "Shenzhou VII" manned spacecraft mission, camel active special metal Each of the wristband bins has a unique code, which means that it is out of print from birth.

Chapter 3: Clear Flow

There is no super traffic, no internet celebrity, no hard embarrassment ... In terms of product promotion, the brand also seems very cautious. KOL chose Xiaopeng and Pan Nabai, which are in line with the brand's outdoor image. One is in Yunnan and the other in the city, which explains the concept of camel active light outdoor, and has won recognition from the audience.

For this joint name, I still hope that the creators and participants can return to their original intentions, and do their best for space, environmental protection, and the future in the name of exploration. Of course, with regard to space, it is always just the beginning.