Creative Strategy

Approaching the spirit of Rock in Rio, an event known for its international attractions, we choose to adopt a playful and spontaneous approach. The campaign encouraged consumers to enjoy the festival, even if they were not familiar with the artists or lyrics, emphasizing that the Rock in Rio experience is an unforgettable and unique moment for participants.

Recognizing "embromation" as a culturally accepted aspect in Brazil, Nissin intertwined music and Cup Noodles into a unique narrative for Rock in Rio. The campaign was launched with a promotional film, setting the musical tone that would follow throughout the promotion. In a second phase, followers were encouraged to sing along, even if their English was not perfect, embracing the humor of the situation. The third and final video in the series presented a creative and fun way for fans to practice singing and embrace "embromation" during the festival, promoting the Cup Noodles brand as the ideal companion for these moments of joy and music.

Implementation Strategy

Insights and Approach

Position Cup Noodles as the ideal choice for satisfying hunger quickly and conveniently, perfect for consumers on the go, especially in the vibrant atmosphere of Rock City.

Brief Objective

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