Cannes Lions

NO GAME OVER MACHINE

DENTSU LATIN AMERICA PROPAGANDA, Sao Paulo / NISSIN FOOD PRODUCTS CO. / 2016

Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Description

To stimulate young people, who spend hours connected to the internet, we created a vending machine that encouraged people to practice physical exercises. The machine was installed at a beach and used people’s energy expenditure to prepare the Cup Noodles.

The machine operated in a simple way: the person would put on a bracelet that contained an accelerometer, GPS, heart rate monitor and a G-Force measurer. The greater the energy expenditure, the quicker the water that prepared the Cup Noodles would come to a boil. This way people could do what they enjoyed and were rewarded with Cup Noodles.

Execution

For the first time, a machine that used people’s energy to prepare Cup Noodles was created. We developed a vending machine with a device that measured people’s energy expenditure and sent the information back to the machine, and from there it prepared the Cup Noodles. The greater the amount of energy spent, the faster the water came to a boil.

Outcome

For the first time, a machine that used people’s energy expenditure to prepare a Cup Noodles was built. With this campaign, the brand was able to have an even greater contact with its target, encouraging young people to exercise in an innovative manner. And showing that Cup Noodles is practical and the best option when it comes to replenishing energy. The videos reached almost 20 million views on YouTube.

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