Cannes Lions

Nissin Yakisoba U.F.O. "UFO's Day in June,24" Unidentified Fujioka Object

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

Film
Film

Overview

Entries

Credits

Overview

Description

June 24th is “World UFO Day”, the day of the world’s first UFO sighting. Our objective is to get the recognition of this day and expand consumption of instant noodle “NISSIN Fried Noodle U.F.O”. We casted Japanese famous actor Hiroshi Fujioka as an “Unidentified Fujioka Object” and created numbers of strange creatures. June 22nd, on the day of launch of the movie, 1.37 million playback time was recorded in one day and created a buzz. As a hot topic, the news of World UFO Day and the visual of these strange creatures were picked up by various media and enhanced the purchase intention of the product.

Execution

Hiroshi Fujioka is a Japanese actor known for playing the hero role in the tokusatsu superhero series Kamen rider,

and people in Japan recognize him as a very serious, hard boiled action star.

The aim for casting him was to create the funny mismatching gap by having his serious, hardboiled head on to the unidentified mysterious animals.

Another deciding factor for casting him is that his name starts with “F” and it perfectly fit our campaign tile “Unidentified Fujioka Object”.

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2019, NISSIN FOOD PRODUCTS CO.

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