The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Illustration
Annual ID
OS23_DE180M
About the Work
CupNoodles is an instant noodle from Nissin whose fanbase are deeply engaged in gaming and cosplay. We targeted our fans at their peak event, Brazil Comic Con Experience (CCXP) 2023, creating an experience that combined the two things they love, cosplay & CupNoodles. The brand invited 6 diverse digital artists from CCXP’s Artists Valley along with AI system DALL-e to create unique noodle inspired universes which our fans could explore. The artists detailed their creative process, and each art/universe was connected to the other creating a digital art with an infinite loop effect, which aired on the brand’s channels. The digital art was brought to life during a brand activation at CCXP. And the brand results expanded to new universes, as the campaign had 13.227.510 views and 5.211 comments, with 30.969.038 impressions and 1.061.461 engagement.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative Brasil / Sao Paulo
Production Company
Fantástica Filmes / São Paulo
Chief Creative Officer
danilo janjacomo
Creative Director
Murilo Torezan
Executive Creative Director
Kojiro Tanoue
Account VP
Bruno Panico
Managing director
Tiago Vargas
Media VP
Viviana Maurman
RTVC
João Pedro Muniz
Juliana D’Antino
Strategy VP
Aloisio Pinto
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