From Cantonese childhood memories to nationwide youth joy.从老广童年记忆，到全国年轻人的快乐甜筒。
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。
CASE 01案例 01
2025 Qilin International Advertising Awards Gold Award certificate in the Celebrity Endorsement category on file2025 麒麟国际广告奖明星代言类金奖凭证在册
2025 Qilin International Advertising Awards Gold Award certificate in the Celebrity Endorsement category on file. Images and client identifiers are used only within the applicable project-rights boundary.2025 麒麟国际广告奖明星代言类金奖凭证在册。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
Wuyang carried deep regional taste memories in South China but needed to make young people recognize both the brand and its product when expanding nationwide.五羊承载着华南消费者的味觉记忆，但走向全国时，必须让年轻人不只认识代言人，还要记住品牌与产品。
02
The decisive insight关键洞察
Young consumers do not lack answers on how to be happy; they need small joys that require no proof and are available instantly. The crunch of a cone is an immediate switch for emotional change.年轻人不缺“应该怎样快乐”的答案，更需要一种不必证明、随时可以获得的小快乐。甜筒的“咔嚓”声，就是情绪转换的即时开关。
03
The core idea核心创意
Get a sweet cone, spread happiness.来个甜筒，快乐传递。
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“快乐甜筒少女”定义代言人角色，让注意力回到品牌。
02
完成官宣、TVC、主视觉、产品内容与城市户外的一体化表达。
03
从“快乐传递”延展到城市公共事件，让快乐在真实现场发生。
04
用“快乐甜筒节”承接注意力，把短代言期变成品牌可继续经营的资产。
01
Defined the ambassador as 'Happy Cone Girl' to refocus attention on the brand.
02
Delivered unified messaging across official announcements, TVCs, visual identity, product content, and outdoor city displays.
03
Extended 'Spread Happiness' into public city events where joy occurred in real life.
04
Used 'Happy Cone Festival' to convert short endorsement windows into sustainable brand assets.
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
形成从明星注意力到品牌“快乐”心智的转化路径。
02
沉淀歌曲、舞步、声音符号、礼盒与品牌节日等可复用资产。
03
项目获第九届（2025）麒麟国际广告奖明星代言类金奖。
01
Created a conversion path from celebrity attention to the brand's 'happiness' mindset.
02
Built reusable assets including songs, choreography, sound symbols, gift boxes, and brand festivals.
03
The project won a Gold Award in the Celebrity Endorsement category at the 9th Qilin International Advertising Awards (2025).
What this proves它证明什么
Why this case matters案例价值
Meantime aligned endorsement, creative, content, events, experience, and sales touchpoints under one thread despite tight timelines, limited rights, and regional expansion goals.明通能在紧时间、短权益与区域品牌全国化任务中，让代言、创意、内容、事件、体验与销售触点共用一条主线。
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。
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。
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。
