| Title | HANDSOME MERMEN PARADISE |
| Brand | NISSHIN |
| Product / Service | CUP NOODLES LIGHT |
| Category | A01. Creation of a new Brand Identity |
| Entrant | NISSIN FOODS CO. Hong Kong, HONG KONG |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | AOI PRO. INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazunori Saito | DENTSU INC. | Executive Creative Director |
| Shintaro Suzuki | DENTSU INC. | Planner |
| Kazunori Kawagoshi | DENTSU INC. | Art Director |
| Yoshifumi Sato | DENTSU INC. | Planner |
| Satoshi Kohno | DENTSU INC. | Art Director |
| Masazumi Horie | DENTSU INC. | Account Executive |
| Chiyo Masuzaki | DENTSU INC. | Account Executive |
| Rika Nakamaki | DENTSU INC. | Account Executive |
| Shinya Takahashi | AOI Pro. Inc. | Producer |
| Toshiyuki Takahashi | AOI Pro. Inc. | Project Manager |
| Shinichiro Kanagawa | White.co | Director |
| Mayumi Kubota | UPTIGHT inc. | Coordinator |
| Taku Ninomiya | Meganefilm inc. | Offline Editor |
| Satoshi Kamiyama | digital egg inc. | Offline Editor |
| Daisuke Kawamura | digital egg inc. | Mixer |
| Hiromine Tanaka | ONPa | SE |
| Setsu Fukushima | Ongakushitsu Inc. | Record Producer |
| Tsunenori Saito | bones inc. | Character Designer |
One of the biggest motivations for girls to lose weight could be “ikemen” (hot guy). By mixing “ikemen” (girls’ favorite), “seafood” (healthy food), and “anime” (popular among Hongkongese), we created new design icons called “Handsome Mermen.”
The Handsome Mermen appeared on various media, including TVC, bumper ads and outdoor advertisement.
With the help of Handsome Mermen, we succeeded in establishing the impression that no matter how much you eat, the new Cup Noodles will not make you gain weight. This campaign created buzz on the Internet.