Cannes Lions

NISSIN FOODS CUP NOODLE HUNGRY DAYS

DENTSU INC., Tokyo / NISSIN FOOD PRODUCTS CO. / 2018

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Overview

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Credits

Overview

Description

For young people who are the target demographic of “cup noodles”, we have adopted a technique called "Youth animation" because it has been a hot topic lately among young people. This campaign has a main concept, "if there is youth in that national characters…." It is a series that expresses the message "there is youth in everyone" by drawing youth that was not drawn in the original works. The first chapter portrayed youth of the national work, "Kiki's Delivery Service." In the original work, Kiki, a witch trainee, and Tombo, a normal human boy, live in the view of the world reminiscent of Europe. However, in this movie, we depicted a parallel world story, if Kiki and Tombo were living in this modern Japan as high school students. The last scene, we depicted Kiki, who had a romantic interest in Tombo, told him how she feels finally.

Execution

While we use cel animation, is familiar in the Japan, we also apply a graphic and realistic art background and the way of 3D camera into this movie. For making one movie, we had only limited period, about six months, so we use the way of the motion capture for portraying the character's movement because we need to minimize the rewrite of a cel. Specifically, after we apply CG animation to the model of motion capture, we made cel animations of them. Regarding the set dressing, we challenged balancing out the combination of the CG and cel animation for illustrating the epic circumstances visually.

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