ZOWIE GEAR U2 无线电竞鼠标形象整合设计专案
获颁美国MUSE创意大奖之整合行销-产品品牌类金奖
Entrant Company
BenQ, Lifestyle Design Center
Category
Integrated Marketing – Product Branding
Client’s Name
ZOWIE GEAR
Country / Region
China
ZOWIE GEAR is dedicated to developing professional esports equipment to enhance players’ performance on the field. Our gaming mice have always been designed to cater to different hand shapes, providing both symmetrical and asymmetrical grip experiences. The wireless esports mouse U2, set to launch in 2024, introduces sports science technology for the first time. After 11 iterations, it emphasizes ultimate comfort and stability in hand feel, helping FPS players achieve more precise and sustained performance, and ensuring consistent winning rates.
ZOWIE GEAR 致力于开发专业电竞装备，提升玩家在赛场上的表现。一直以来，我们的电竞鼠标都以迎合不同手型为设计目标，提供对称和非对称两种握持体验。即将于2024年上市的无线电竞鼠标U2，首次引入运动科学技术，历经11次迭代，强调极致舒适和手感稳定，帮助FPS玩家获得更精准、更持久的表现，确保胜率始终如一。
The concept for the U2 launch event, “One Tap,” is inspired by the one-shot kill in the FPS game CS:GO, representing players’ ultimate skills and training outcomes. For players, the mouse is like a real gun; the perspective when clicking the left mouse button evokes the familiar feeling of pulling a trigger. Thus, we chose “Pull the trigger, it’s time to end the game!” as the slogan, encapsulating the design philosophy of the U2 gaming mouse, representing the relentless pursuit of perfect hand feel through sports science.
U2发布会的主题“One Tap”灵感来源于FPS游戏CS:GO中的一击必杀，代表着玩家的极致技术和训练成果。对于玩家来说，鼠标就像一把真枪，点击鼠标左键时的视角让人想起扣动扳机的熟悉感觉。因此，我们选择了“扣下扳机，是时候终结比赛！”作为口号，体现了U2电竞鼠标的设计理念，代表着通过运动科学对完美手感的不懈追求。
“Seeing is believing.” This is the highest praise from our guests who attended the event and shared their experiences on their blogs. During this product launch, we unveiled the ZOWIE GEAR Sports Science Laboratory for the first time, inviting professional players, KOLs, and partners from gaming companies to visit. We showcased how sports science helps players maintain consistent winning rates, further solidifying ZOWIE GEAR’s leading position in professional esports equipment.
“眼见为实”这是出席活动并在博客上分享体验的嘉宾们给出的最高赞誉。在本次产品发布会上，我们首次揭幕了ZOWIE GEAR运动科学实验室，邀请职业选手、KOL、游戏公司合作伙伴前来参观，展示了运动科学如何帮助玩家保持稳定的胜率，进一步巩固了ZOWIE GEAR在专业电竞装备领域的领先地位。
The laboratory space is divided into two functional areas. 1. Testing Area: Equipped with professional infrared devices to capture the hand movements of test participants during gameplay, providing data for researchers to develop new products. 2. Exhibition Area: Displaying the development history of ZOWIE GEAR products and their appearances and collaborations on international stages. This immersive space allows teams, players, and partners to visit, promoting the brand and marketing its products effectively.
实验室空间分为两个功能区域。1.测试区：配备专业红外设备，捕捉测试参与者在游戏过程中的手部动作，为研究人员开发新产品提供数据。2.展览区：展示ZOWIE GEAR产品的发展历史以及它们在国际舞台上的亮相和合作。这个沉浸式的空间让团队、玩家和合作伙伴可以参观，有效地推广品牌并营销产品。
About MUSE Creative Awards
The MUSE Creative Awards, established in 2015 by the International Awards Associate (IAA) as part of the MUSE Awards Program, celebrates and honors excellence and innovation in creative design, advertising, and digital media. IAA was founded with a mission not only to honor and promote but also to redefine benchmarks for recognizing exceptional design and media contributions. This mission has been central in molding the ethos and aspirations of the MUSE Creative Awards.
Spanning a diverse range of categories, the MUSE Creative Awards recognizes the best achievements from advertising to digital media, as well as in marketing strategies and PR communications. Entrants from all corners of the world participate, showcasing creative advertising, design, and campaigns that inspire and set new benchmarks in the industry.
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