HANDSOME MERMEN PARADISE

TitleHANDSOME MERMEN PARADISE
BrandNISSHIN
Product / ServiceCUP NOODLES LIGHT
CategoryA01. Creation of a new Brand Identity
EntrantNISSIN FOODS CO. Hong Kong, HONG KONG
Idea Creation DENTSU INC. Tokyo, JAPAN
Production AOI PRO. INC. Tokyo, JAPAN

Credits

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

The Campaign

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.”

Creative Execution

The Handsome Mermen appeared on various media, including TVC, bumper ads and outdoor advertisement.

Indication of how successful the outcome was in the market

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.

Links
Video URL