时间 TIME：2025/08
客户 BRAND：小红书
命题：小红书夜跑项目。
难题：跳出市面上硬核心流金句的沟通方式，做跑步。
解题：因为夜的包容性，我们看到了可敬的跑者，也看到了更多可爱的跑者，所以有了夜跑动物这个形容。而小红书相较于其他专业跑步平台，也像是夜，所以也理应呈现出跑者形象的更多面，从而让更多的跑者露面。
Brief:Xiaohongshu Night Run Project.Problem:Break away from the hardcore, motivational-quote-driven communication style common in the market, and simply focus on running itself.Solution:Thanks to the inclusiveness of the night, we have seen not only respectable runners, but also many more adorable runners — which is where the term “Night Run Animals” comes from. And Xiaohongshu, compared to other professional running platforms, is just like the night. Therefore, it should naturally showcase a more multifaceted image of runners, allowing more runners to step into the spotlight.
时间 TIME：2025/08
客户 BRAND：小红书
命题：小红书夜跑项目。
难题：跳出市面上硬核心流金句的沟通方式，做跑步。
解题：因为夜的包容性，我们看到了可敬的跑者，也看到了更多可爱的跑者，所以有了夜跑动物这个形容。而小红书相较于其他专业跑步平台，也像是夜，所以也理应呈现出跑者形象的更多面，从而让更多的跑者露面。
Brief:Xiaohongshu Night Run Project.Problem:Break away from the hardcore, motivational-quote-driven communication style common in the market, and simply focus on running itself.Solution:Thanks to the inclusiveness of the night, we have seen not only respectable runners, but also many more adorable runners — which is where the term “Night Run Animals” comes from. And Xiaohongshu, compared to other professional running platforms, is just like the night. Therefore, it should naturally showcase a more multifaceted image of runners, allowing more runners to step into the spotlight.
