Cup Noodles is an instant noodle from Nissin whose fanbase are deeply engaged in gaming and cosplay. So, we targeted our fans one week before and during their peak event, Brazil Comic Con Experience (CCXP) 2023, the 2nd biggest Comic Con in the world, creating an experience that combined the two things they love: cosplay & Cup Noodles.

Cup Noodles utilized the creativity of six diverse comic artists from CCXP to create 6 unique noodle universes, with different bodies, ethnicities and sexualities inspired by cosplay culture. The brand also used DALL-e, an AI system that can build realistic images and art, to create one universe itself. The resulting digital art, featuring each universe that were connected to the other to generate an infinite loop effect, was shared on the brand channels. The artists documented their creative journey, making the campaign more engaging.

The brand invited 6 diverse digital artists from Brazil’s CCXP 2023 and also used AI system DALL-e to create unique noodle universes. Each artist used its own technique to design each universe, but all of them got inspiration from the cosplay culture and their own personal diverse background to populate each universe with different bodies, ethnicities, and sexualities. During the creation of each art, short videos detailed each artist creative process to the audience. After that, one week before the event, each art was connected to the other creating a single digital art with an infinite loop effect that connected all the diverse universes forever. The digital art was aired on the brand channels one week before and during CCXP and was also displayed at the event that happened from Dec 1st to Dec 4th (2022). At the end, the campaign had 13.227.510 views, 5.211 comments, 30.969.038 impressions and 1.061.461 engagement.