ChillPace

Chillpace, as a creative extension of the Chinese variety show ‘Back to Field’, ingeniously marries distinctive elements of the show with fashion choices of its celebrities. It aims to design and promote a peripheral product—the show-approved slippers—so as to further identify and deepen the theme of pastoral life while strengthening the emotional bond between the audiences and the show.
For creative content planning, Zhou Meifang has cleverly integrated classic IP elements from the show, such as frequently used guitars and often-seen animals, into the design of the slippers. These elements, styled in a figurative manner, not only grant the slippers a unique identity, but also enable the product to transcend its role as a mere practical tool and become a tangible carrier of the show’s ethos. Furthermore, the slippers prioritize comfort and fun of use, while the specially designed shape and well-chosen color scheme create a natural, rustic atmosphere to highlight a leisurely pastoral lifestyle, aligning well with the slow-living philosophy advocated by the show.
Additionally, Chillpace skillfully displays the slippers across different scenarios through fashion choices of celebrities, whereby the product can seamlessly blend into the show. This enhances the audiences’ emotional connection with the show in an unnoticed way, and stimulates their willingness to purchase the slippers.