Less disturbance in the air. More nurturing care for the skin.一边让空气少一点干扰， 一边让肌肤多一点润养。
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。
CASE 71案例 71
A Digitaling case article supports the recorded theme, brand pairing, product-value intersection, aesthetic rationale, and Meantime's creative-agency role.公司在册项目材料
A Digitaling case article supports the recorded theme, brand pairing, product-value intersection, aesthetic rationale, and Meantime's creative-agency role. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Air conditioners and beauty devices are distant categories, so 'women customers' alone would create a superficial partnership. At the same time, guochao communication was becoming louder and more standardized. The campaign needed a real shared benefit and an Eastern aesthetic beyond saturated color and obvious symbols.空调与美容仪品类相距很远，若只靠“女性用户”连接，合作会显得表面。 与此同时，国潮传播正变得喧闹和同质化。 项目既要找到两种产品的真实共同利益，也要建立一种不落入高饱和、强符号套路的东方审美。
02
The decisive insight关键洞察
For many young women, Eastern beauty is not only a clothing style but a sense of warmth, restraint, ease, and self-possession. Midea provides air without direct-blast disturbance; YA-MAN responds to skin-nurturing needs. Their common ground is not category but detailed care for comfort and beauty.对很多年轻女性而言，东方美不只是一种穿着风格，更是温润、克制、自洽的生活感受。 美的提供不被直吹打扰的空气环境，雅萌回应肌肤润养； 两者的共同点不是品类，而是对“舒适与美”的细致照顾。
03
The core idea核心创意
Create an aesthetic statement about Eastern women feeling more comfortable as themselves—not a collage of two brands. The event supplied a content occasion, Eastern feminine aesthetics defined the creative boundary, and nurturing care connected visual expression to product truth.不做两个品牌的拼盘，做一场关于东方女性如何更舒服地成为自己的美学表达。 “国潮大赏”提供内容事件，“东方女性美学”确定审美边界，“润养”则把视觉与产品事实连接起来。 每个品牌保留独立价值，也共同完成更完整的生活提案。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
用东方美学建立共同世界
02
让产品利益自然进入内容
03
借助汉服与美学创作者增加可信度
01
Built one shared world through a restrained, contemporary Eastern aesthetic.
02
Connected each product benefit to the idea of comfort and nurturing care without forcing a category equivalence.
03
Worked with hanfu and aesthetics creators to strengthen cultural relevance and content credibility.
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
现有数英案例文章可以确认项目主题、合作品牌、产品价值交集、国潮美学判断及明通作为创意代理方的角色。
01
The existing Digitaling case article confirms the project theme, participating brands, shared product value, guochao aesthetic rationale, and Meantime's role as creative agency.
02
No commercial or audience-performance result is inferred from that case article.
What this proves它证明什么
Why this case matters案例价值
The partnership is grounded in a shared consumer value—comfort and nurturing care—rather than only a demographic overlap.这个案例展示了明通如何围绕“国潮不一定锣鼓喧天。 属于女性的东方美，也可以温润、轻盈而有力量。”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
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。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
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。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
