弥异所 103：长沙七夕街头红绿灯

杨艺瑶 / YANG Yiyao

形式

长沙七夕街头红绿灯
是抖音与政府有关
部门事件营销（event marketing）的典型。
在七夕当天路口的交通信号灯
由圆形的红灯变成了心形，
让来往的行人在通勤的等待之际
着实都甜蜜了一把。
简简单单的红灯形状改变
就能引起网络的群体狂欢，
以迅速有效的传播力
让整个城市充满了温情。

空间

长沙七夕街头红绿灯
是“快乐街道”的典型案例，
以即时性的空间形式占领街道空间，
呼吁市民遵守信号灯、
礼让斑马线，
营造平安喜乐的交通氛围。
这在一定程度上
唤起了长沙市民的群众意识，
使市民产生归属感与幸福感。

地址

长沙气息红绿灯时效仅限七夕当天，位于长沙地标性的五一商圈步行街周边，
将交通信号灯的红灯临时改造为“爱心”形状。

FORM

The street traffic lights on Qixi Festival in Changsha 
are typical of Douyin and government event marketing. 
On Qixi Festival, 
the traffic lights at the intersections 
changed from circular red lights to heart-shaped, 
making the pedestrians who pass by 
while waiting for commuting really sweet. 
A simple change in the shape of the red light 
can cause a group carnival on the Internet, 
and make the whole city full of warmth 
with rapid and effective communication.

SPACE

The traffic lights on the Qixi Festival in Changsha 
is a typical case of "Happy Street".
Occupyinng street space in the form of immediate space, 
calling on citizens to obey the signal lights
and courteous zebra crossings to create a safe and
joyful traffic atmosphere. 
To a certain extent,
 it aroused the mass consciousness of Changsha city,
and made the citizens feel a sense of belonging and happiness.
 

LOCATION

It is located around the landmark Wuyi shopping district pedestrian street in Changsha. 
The red lights of the traffic lights are temporarily transformed into "love" shapes.