时间 TIME：2026/05
客户 BRAND：小红书
命题：小红书市集一周年的周年庆。
难题：品牌庆祝自己的生日，跟路人有什么关系。
解题：把每一块户外，都变成了一块蛋糕，让每一个明星关于购物的祝福都变成蛋糕上一句自然出现的祝福语，这样每一个路过的人都沉浸在甜甜的户外里，无论吃哪一块蛋糕上的祝福，都相当于来一块庆周年，路人就这样被拉进了这场不需要交互的交互里。
Brief: Celebrate the first anniversary of Xiaohongshu Market.Problem: When a brand celebrates its own birthday, what does it have to do with passersby?Solution:We transformed outdoor advertising spaces into slices of cake, turning celebrity birthday wishes about shopping into sweet icing messages.The city became a sugar-coated celebration, inviting passersby to pick their favorite wishes and join the anniversary party through a playful, effortless experience.
时间 TIME：2026/05
客户 BRAND：小红书
命题：小红书市集一周年的周年庆。
难题：品牌庆祝自己的生日，跟路人有什么关系。
解题：把每一块户外，都变成了一块蛋糕，让每一个明星关于购物的祝福都变成蛋糕上一句自然出现的祝福语，这样每一个路过的人都沉浸在甜甜的户外里，无论吃哪一块蛋糕上的祝福，都相当于来一块庆周年，路人就这样被拉进了这场不需要交互的交互里。
Brief: Celebrate the first anniversary of Xiaohongshu Market.Problem: When a brand celebrates its own birthday, what does it have to do with passersby?Solution:We transformed outdoor advertising spaces into slices of cake, turning celebrity birthday wishes about shopping into sweet icing messages.The city became a sugar-coated celebration, inviting passersby to pick their favorite wishes and join the anniversary party through a playful, effortless experience.
