Work & evidence案例与证据
Every case explains the client problem, the decisive insight, the creative response, the integrated action and what the evidence can—and cannot—support.每个案例都说清客户真正面对什么、我们做了什么判断、创意如何发生、动作如何整合，以及证据能支持什么、不能支持什么。
73 independent case pages · 12 priority cases · 5 homepage highlights73 个独立案例页 · 12 个重点案例 · 5 个首页精选
Featured first五个官网精选案例
Selected from the approved China website copy: five assignments that show how Meantime connects brand thinking, creative work, market activation and evidence.严格对齐中国客户版官网文案的五个精选案例，集中展示明通如何连接品牌判断、创意内容、市场现场与证据复盘。
01 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
02 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
03 · Civil Aviation民航
Evidence status stated证据状态已标注
We gave audiences a timely reason to watch and share the long-form film, instead of treating release as the finish line.不只把长视频发出去，而是为内容找到与当下相连、值得主动转发的理由。
04 · Government & Public Services政府与公共服务
Evidence status stated证据状态已标注
One relationship word—partnership—connected Guangzhou's history, industrial opportunity, and invitation to the world.城市与企业合伙，产业与人才合伙，政府与市民合伙；广州的开放从性格变成面向未来的邀请。
05 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
A reunion-protection system connecting public-interest action, creative content, transport occasions, pharmacy retail, and partner collaboration.公益负责建立情感正当性，场景负责完成产品理解，让医药品牌在春节被自然地需要。
Priority collection重点案例集合
Twelve priority cases receive the richest narrative and visual treatment. They share the same sales logic, evidence boundary and eleven-solution taxonomy as the full library.12 个重点案例优先展开更完整的销售叙事与视觉呈现，并与全部案例共用同一套证据边界和 11 项解决方案分类。
01 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
02 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
03 · Civil Aviation民航
Evidence status stated证据状态已标注
We gave audiences a timely reason to watch and share the long-form film, instead of treating release as the finish line.不只把长视频发出去，而是为内容找到与当下相连、值得主动转发的理由。
04 · Government & Public Services政府与公共服务
Evidence status stated证据状态已标注
One relationship word—partnership—connected Guangzhou's history, industrial opportunity, and invitation to the world.城市与企业合伙，产业与人才合伙，政府与市民合伙；广州的开放从性格变成面向未来的邀请。
05 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
A reunion-protection system connecting public-interest action, creative content, transport occasions, pharmacy retail, and partner collaboration.公益负责建立情感正当性，场景负责完成产品理解，让医药品牌在春节被自然地需要。
06 · Logistics & Supply Chain物流与供应链
Evidence status stated证据状态已标注
Rather than explain logistics from the sidelines, Meantime let consumers enter the worlds and passions that logistics makes possible.不解释物流，而是让消费者进入一场由物流连接的热爱。
07 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
Meantime used memory as a shared language across generations, moving the conversation beyond disease warnings.用“记忆”成为跨年龄的共同语言，让专业健康议题不再停在疾病警示里。
08 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
Avoiding illness anxiety, this campaign focused on providing companionship during winter.不围绕“生病”制造焦虑，而是围绕“过冬”提供陪伴。
09 · Home Appliances家用电器
Evidence status stated证据状态已标注
A launch platform that reframed cleaning functions through pets, children, household habits, and technology-enabled daily life.把功能放进家庭角色，而不是把家庭放进产品说明。
10 · Real Estate房地产
Evidence status stated证据状态已标注
A brand upgrade should do more than change a slogan; it should translate corporate strengths into value that customers can recognize.品牌升级不是更换一句口号，而是把企业能力改写为用户价值。
11 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A phased operating approach that protected high-pressure holiday delivery, then shifted from rapid coverage toward higher-quality content.先守住国民品牌的节日主场，再主动减少无效刷屏，把运营推向更高的单条质量与长期关系。
12 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A four-month operating system in which each platform contributed its own format, audience role, and content standard.平台矩阵的价值，是让五个平台各自把品牌做大一步，而不是让一条内容出现五次。
Governed case library完整案例资料库
Sixty-one additional project pages extend the range of the library. Every page now has a visual selected from its corresponding project source, while unverified metrics, editorial notes and source paths remain internal.另有 61 个项目补全了案例库的能力广度。每个页面都从对应项目底稿中选取画面；未核验的效果数字、内部备注和源文件路径仍保留在内部。
13 · Civil Aviation民航
Evidence status stated证据状态已标注
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
14 · Civil Aviation民航
Evidence status stated证据状态已标注
Meantime organized six scattered service benefits under one Comfortable Journey promise that travelers could understand, remember, and choose.服务很多，不等于用户能记住。 明通把深航分散的产品利益，收束为“舒心出行选深航”的完整心智。
15 · Civil Aviation民航
Evidence status stated证据状态已标注
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
16 · Civil Aviation民航
Evidence status stated证据状态已标注
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
17 · Home Appliances家用电器
Evidence status stated证据状态已标注
Meantime's annual creative framework balanced Midea's brand consistency with distinct products, seasonal moments, platform formats, and retail needs.从节气海报、产品内容到IP联名与互动H5，明通用持续、敏捷的年度创意服务，让美的面对不同产品与节点，始终保持高质量输出。
18 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
Across the World Cup, square dancing, 921, and Lunar New Year, Meantime built mobile H5 experiences that had value before the brand message appeared.从世界杯、广场舞到春节变装，明通不把品牌硬塞进热点，而是先找到用户愿意玩的内容机制，再让品牌自然进入。
19 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
Search is not only media buying. It is where a brand must provide the clearest, most credible answer when consumers actively look for information.搜索不是流量采购，而是品牌在消费者主动查询时，能否掌握第一解释权。
20 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
Meantime unified search optimization with reputation management to detect risks early, verify facts continuously, and secure brand control during critical queries.明通把搜索优化与声誉管理做成同一套系统：风险及时发现，事实持续补充，品牌在关键查询中掌握主动权。
21 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
When consumers search for cough remedies, Pangaoshou moves beyond product links to enter the decision process with professional, positive, and continuously updated content.当消费者主动搜索咳嗽与用药信息，潘高寿不再只是商品链接，而是以专业、正面、持续更新的内容进入决策现场。
22 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
This campaign transformed product design into characters, content, experiences, and purchase reasons rather than simply adding cuteness.不是给新品套一层“萌”，而是把产品外形变成角色、内容、现场与购买理由。
23 · Home Appliances家用电器
Evidence status stated证据状态已标注
Meantime avoided repetitive spec repetition over six months. Instead, it leveraged authentic usage experiences, scenario-driven content, and native platform expressions to keep Vatti visible in consumer searches regarding purchase decisions, selection criteria, and value assessment.明通不把产品参数重复六个月，而是用真实使用体验、场景化内容与平台原生表达，让华帝在“买什么、怎么选、值不值”的搜索与讨论中持续出现。
24 · Home Appliances家用电器
Evidence status stated证据状态已标注
From a main key visual to complete store, training, promotion, and battle report materials, Meantime provided agile, consistent annual design services to ensure every marketing action quickly reaches the retail floor.从一张主KV到一整套门店、培训、促销和战报物料，明通用敏捷且一致的年度设计服务，让每次营销动作都能迅速进入终端。
25 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
"Knowing action, building mountains and seas" was transformed from a screen slogan into an immersive experience of invitation, check-in, interaction, stage presence, and memorable takeaways.“知行山海，共筑新篇”不只出现在主屏上，而被转化为邀请、签到、互动、舞台与每一份可带走的记忆。
26 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Meantime used thematic installations, family crafts, and national heritage to move festival atmosphere from visible to inviting, engaging, and memorable.明通用主题美陈、亲子手作与国潮非遗，把节日氛围从“看得见”推进到“愿意来、愿意玩、愿意记住”。
27 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Grand opening traffic is fleeting. Meantime leveraged local lifestyle content, cross-platform influencers, and dual trending topics to turn Panyu TEEMALL from a new address into a must-visit landmark.开业流量只有一次。 明通以本地生活内容、多平台达人与双话题引爆，把番禺天河城从一个新地址，做成一座值得立刻到访的新地标。
28 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Meantime activated Panyu TEEMALL's summer offerings by connecting local influencers with family, couples, and food enthusiasts, turning event announcements into genuine travel plans.明通从亲子、情侣、美食、音乐与免费展览切入，让番禺天河城不只发布活动，而是进入消费者的暑期出游清单。
29 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Meantime extended the post-opening momentum through year-end shopping, family gatherings, promotions, and new store content to capture second-wave consumer demand.商场开业不是传播终点。 明通用年货、团聚、促销与新店内容，承接开业后的第二波消费需求。
30 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Meantime connected the mythical rabbit, art spaces, unique shops, and a city tour route to warm up the event before launch and position the mall as a search destination.明通把兔爷、艺术空间、特色商铺与城市打卡路线连接起来，让活动未开先热，让商场在搜索中先成为目的地。
31 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
A pop-up event designed not just for photos, but to inform fans where to go, how to play, and how to get merchandise, driving organic search visibility.一次快闪不只要有人拍照，更要让IP粉丝知道在哪里、怎么玩、周边怎么得，并主动替活动继续传播。
32 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Meantime reframed festival content from a discount list into an immersive urban guide, integrating Beijing Road TEEMALL into Guangzhou day-trip itineraries and discovery experiences.明通没有把双节内容写成促销清单，而是把北京路天河城放进广州一日游、探店与城市漫游攻略。
33 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Meantime focused WeChat ads on effective engagement within the opening district using geo-fencing, interest targeting, and time-slot optimization.明通以地理围栏、兴趣人群与分时数据优化，让朋友圈广告不追求泛曝光，而聚焦开业商圈内的有效关注。
34 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Meantime connected festive decor, markets, and dining with high-quality content, turning photo stops into full-day visits and boosting consumption across retail and F&B partners.明通用高颜值内容串联A、B区新春美陈、市集、财神活动、空中花园与餐饮，让“来拍照”自然延伸为“来逛、来吃、来消费”。
35 · Commercial Real Estate商业地产
Evidence status stated证据状态已标注
Meantime leveraged authentic user-generated content, keyword optimization, and Weibo amplification to transform floral displays into engaging brand experiences that drove foot traffic.明通用真实打卡内容、关键词搜索与微博放大，让设计感十足的花艺美陈不只聚拢镜头，也聚拢人流与品牌好感。
36 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A cross-brand system spanning video, creators, seasonal content, and owned-channel participation—not simply a co-branded poster.明通把战马的能量属性与高德的驾驶场景连接起来，用多平台内容与公众号裂变，让一次跨界既有声量，也有真实新增用户。
37 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
Creator-led sports content that balanced visible branding, live-event energy, and the authenticity audiences expect from platform-native video.明通不让达人照念品牌脚本，而是在尊重账号风格与球迷语感的前提下，让战马自然进入广东篮球热情。
38 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A focused National Day distribution response that balanced speed, reach, and brand consistency.团队需要迅速调整内容方式，在不牺牲品牌调性的前提下完成传播目标。
39 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A local sports campaign connecting event information, creator perspectives, and Greater Bay Area audiences across WeChat and Douyin.本地大型赛事自带关注，但只有用对平台话题与达人表达，品牌才能从现场赞助变成消费者真正看见的赛事记忆。
40 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A logistics-park campaign built around real working conditions, platform-native creator content, and a practical WeChat participation route.对功能饮料而言，真正有说服力的传播不是重复“能量”，而是出现在高强度工作与长途奔忙的真实场景里。
41 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A multi-platform campaign that matched WAR HORSE's functional benefit with the lived emotions of contemporary work.白领需要的不只是“提神”信息，而是有人懂得工作里的疲惫、自嘲与继续向前。 明通把战马写进当代职场情绪，让功能利益有了共鸣入口。
42 · News & Media新闻传媒
Evidence status stated证据状态已标注
An annual issue system that helps substantial ideas travel beyond the conference room and remain findable after the event.从品牌、消费、金融与科技，到文化、公益、企业责任和ESG，明通新闻专线不是机械转发通稿，而是持续帮助南方周末把有分量的观点，变成媒体愿意采用、公众能够搜索、行业可以继续引用的内容资产。
43 · News & Media新闻传媒
Evidence status stated证据状态已标注
A beneficiary-centered communications system connecting dispersed reading initiatives into coherent, searchable stories of social value.从一间乡村阅读室到跨越多省的年度阅读计划，明通新闻专线把“做了什么”转化为“改变了谁”，让公益行动既被当下看见，也能在搜索与长期叙事中被继续相信。
44 · Toys玩具
Evidence status stated证据状态已标注
A two-city media system designed to explain the product to broad audiences while speaking accurately to anime and collectibles enthusiasts.海外潮玩品牌进入中国，既需要主流媒体建立可信度，也需要ACG核心人群认可产品文化。 明通用双城节奏、分层媒体与搜索内容，让发布声量不止停留在现场。
Evidence status stated证据状态已标注
A dual-track launch that used an industry issue to establish credibility and a newsworthy live event to accelerate awareness.新平台不能只有声量，也不能只有行业主张。 明通把“诚信通告”的公信力与大型视觉事件的传播力组合起来，让模特帮既有被相信的理由，也有被快速看见的入口。
Evidence status stated证据状态已标注
A layered trust system using television, newspapers, major portals, and search to make new concepts visible and understandable.金融平台、影视项目和水上飞机枢纽机场看似毫不相同，却面对同一个上市传播难题：市场不了解、公众缺少判断依据、发布会热度转瞬即逝。 明通用电视、纸媒、门户与搜索构成多层公信力，让新概念被看见，更被看懂。
Evidence status stated证据状态已标注
A participatory tourism system connecting platform topics, creators, POIs, itineraries, visits, and the next wave of user-generated content.把广州文旅资源组织成可发现、可到访、可拍摄、可分享的城市打卡系统。
48 · Rail Transit轨道交通
Evidence status stated证据状态已标注
An annual brand platform bringing transport, exhibitions, festivals, public culture, and major events into one recognizable passenger experience.以“轻生活”为年度平台，把新线、展会、节日、公共文化与重大赛事带进地铁空间。
Evidence status stated证据状态已标注
An international surfing proposition complemented by stories of longevity, local culture, and civic participation.以“世界冲浪胜地”为国际入口，以长寿、人文与共创内容补全城市品牌。
50 · Logistics & Supply Chain物流与供应链
Evidence status stated证据状态已标注
A content IP where history, origin stories, growers, merchants, public partners, and logistics solutions met around the question of freshness.让历史文化、产地、政府、商户、农户与物流方案在同一产业内容 IP 中相遇。
51 · Pharmaceuticals & Healthcare医药健康
Evidence status stated证据状态已标注
A year-round search-content system connecting brand terms, product terms, category education, publication, monitoring, and review.围绕品牌、产品与“分类治咳”持续建设内容，让最新、可信、有用的信息先被看见。
52 · Home Appliances家用电器
Evidence status stated证据状态已标注
Two product lines, two emotional tensions, and two social ideas built around the buying reason that mattered to each.用“蒸爱大烤验”与“十二星座小洁癖”，为两条产品线找到不同情绪入口。
53 · Home Appliances家用电器
Evidence status stated证据状态已标注
A year-round system in which shopping-festival content, Spring Festival storytelling, and always-on media each performed a distinct growth role.以年货节、春节内容与常态信息流，连接家庭情感、精准人群和多平台店铺。
Evidence status stated证据状态已标注
An audience-led product definition connecting a life transition, card concept, visual system, and communication platform.从毕业生迈向独立生活的身份转变出发，统一产品概念、卡面视觉与传播表达。
55 · Real Estate房地产
Evidence status stated证据状态已标注
A continuing city-content agenda that connected local culture, public events, project value, visits, and sales without repeating property messages.把潮州文化、城市事件与项目卖点组织成持续内容议程，而不是重复发布销售信息。
56 · Real Estate房地产
Evidence status stated证据状态已标注
A strategy and visual system that aligned online content, interactive formats, the sales center, events, and sales tools around one project direction.从年度策略到月度主题，把线上内容、H5、案场、活动与销售物料组织在同一主线中。
57 · Automotive汽车
Evidence status stated证据状态已标注
Festival, lifestyle, electric-vehicle education, and interactive content that gave an unfamiliar brand warmth, a voice, and reasons to return.用节日、生活、纯电知识与互动内容，为新品牌建立性格、反馈与早期人群。
58 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A partner experience in which strategy, new products, policy, ordering, and confidence reinforced one another in the same room.让战略、新品、政策、订货与伙伴信心在同一个现场相互推动。
59 · Food & Beverage食品饮料
Evidence status stated证据状态已标注
A live cone festival where installations, low-friction interaction, livestreaming, redemption, and sales all served the same product experience.从装置、互动与直播到销售、赠品和志愿服务，一场让品牌体验与购买自然相连的甜筒节。
60 · Civil Aviation民航
Evidence status stated证据状态已标注
A reusable design system translating complex routes, services, rights, prices, and audiences into clear next steps without losing brand consistency.从空轨联运、公务舱与会员权益，到品牌活动、宣传册和企业专享，把高频需求沉淀成可持续的设计能力。
61 · Home Appliances家用电器
Evidence status stated证据状态已标注
A user-operations framework that turned connected features into useful actions for today's meal, this household, and the longer product relationship.以场景内容、促活活动、站内外触达、人物IP、核心用户群和年度报告，连接下载、激活与持续使用。
62 · Logistics & Supply Chain物流与供应链
Evidence status stated证据状态已标注
A conference experience translating network and digital capabilities into a concrete relationship with customers and their supply chains.把航空物流的网络能力、数字化能力与伙伴价值，变成一场可理解、可参与、可延续的客户体验。
63 · Logistics & Supply Chain物流与供应链
Evidence status stated证据状态已标注
One live narrative connecting smart logistics, the global expansion of Chinese brands, and long-term customer partnership.把智慧物流、中国品牌出海与客户合作写进同一段现场叙事。
64 · Rail Transit轨道交通
Evidence status stated证据状态已标注
A stable brand framework that made operational information usable while allowing travel, festivals, tourism, and public culture to speak in their own voice.四年持续服务，让线路、票务、运营与湾区生活在同一套公共沟通中变得清晰。
Evidence status stated证据状态已标注
One consumer benefit and campaign system aligning communication for banks, merchants, and cardholders across many summer occasions.以“你的夏天，银联来报销”统一银行、商户与消费者三端沟通。
Evidence status stated证据状态已标注
A city event that gave an invisible payment technology a sound, a physical action, and an immediate sense of reward.把无形的支付技术，变成有声音、有动作、有获得感的城市事件。
Evidence status stated证据状态已标注
One integrated system helping banks, merchants, device brands, and consumers communicate the same action in their own contexts.用一个整合系统，让银行、商户、终端品牌与消费者在各自场景中说同一件事。
68 · Civil Aviation民航
Evidence status stated证据状态已标注
One annual brand theme adapted to different scales and customer needs in Beijing and Guangzhou.同一个品牌母题，为北京盛典与广州深度交流设计不同体验。
69 · Tobacco烟草
Evidence status stated证据状态已标注
A strategy and design exploration connecting heritage assets, youth culture, and brand distinctiveness—with execution status stated explicitly.一套关于传统资产、年轻文化与品牌独特性的策略设计探索。
70 · Home Appliances家用电器
Evidence status stated证据状态已标注
Suspense, reversal, and music turned resistance to Force 10 winds from a technical parameter into a human product story.用悬念、反转与音乐，把“抗十级大风”从技术参数变成一个有人情味的产品故事。
71 · Home Appliances家用电器
Evidence status stated证据状态已标注
Two different forms of comfort and care meeting naturally within one contemporary expression of Eastern feminine aesthetics.让两种不同品类的“润养”能力，在同一套东方女性美学中自然相遇。
Evidence status stated证据状态已标注
A serious subject reframed as music families could hear, dance to, and discuss together.把严肃的财商教育，变成家庭可以一起听、一起跳、一起讨论的内容入口。
73 · Home Appliances家用电器
Evidence status stated证据状态已标注
Four product categories, four forms of speed, and four films unified by one youthful 'Speed Players' platform.四类产品、四种速度、四支短片，用一个“速系玩家”统一618购买理由。
How to read the evidence如何理解证据
01
Documents the original challenge, the judgement, the creative path and the delivery.证明当时的问题、判断、创意路径与交付。
02
Shows that a specified piece of work was recognised in a stated year and category.证明指定作品在指定年份与类别获得认可。
03
Must state the source, period, platform, metric and attribution boundary together.必须同时说明来源、周期、平台、指标与归因边界。
Bring a real challenge. We will start with the problem, not the service list.带来一个真实问题。我们先从问题出发，而不是从服务清单出发。
You do not need a long brief. We will first clarify the problem, evidence and smallest useful next step.不需要先写一份几十页的 Brief。我们会先判断问题、证据与最有价值的下一步。
