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.

2023 One Show - Design

Cup Noodles Infinite LOOP

Agency Dentsu Creative Brasil / Sao Paulo + Fantástica Filmes / São Paulo

Client Nissin / Cup Noodles

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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