Perfect Ramen

Agency Network: 
January 2019


There’s no doubt that Nissin Lámen, the renowned noodles from Nissin, is the most versatile dish in the world. Proof of this are the extremely original recipes created by Brazilians over the more than 50 years of the brand’s presence in the country. While everywhere around the world the “perfect ramen” has a preparation method to be followed, in Brazil the dish is prepared in the way that each person prefers. To decide once and for all, which is the best way of preparing the ramen, Dentsu Brazil created a campaign featuring a faithful representative of oriental good rules: a robot.

The campaign starts with a teaser that questions whether a robot can cook better than a human being. This is followed by a film that promotes a dispute between humans and a robot that has been especially programmed to prepare ramen in the perfect manner.

The shoot took place at the Oscar Niemeyer Museum in Curitiba and counted with the participation of 10 men and women challenging the robot. Each person prepared the dish in their own way: breaking up the product, using the quantity of water they preferred, cooking for more than the three recommended minutes and sprinkling the flavor enhancer, among other things. Following this, a blind test took place with the participation of other people.

Experiential advertisement created by Dentsu, Brazil for Nissin, within the category: Food.

Advertising Agency: Dentsu, São Paulo, Brazil
Creative Director: Filipe Cuvero
Art Director: Christian Faria
Copywriter: Murilo Torezan
CEO: Mário D’Andrea
COO: Mauro Rabello
Client Services: Patricia Campello, Claudio Machado
Strategy: Priscilla Cerutti, Daniel Iacobucci, Kojiro Tanoue
Innovation & Communication Design Director of Dentsu Brazil / Video Producer: Fantástica Filmes
Audio Producer: Cabaret
Client Approval: Yosuke Kawai, Kosuke Hara, Gabriela Prudêncio, Heloísa Garcia, Rodrigo Vencerlau
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kleenex's picture

interesting concept.

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