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Festival of Creativity
27 - 29 September 2017




Bronze Spike
CategoryA03. Online: Fiction
Product/ServiceCHIKIN RAMEN
Entrant DENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production DASH Tokyo, JAPAN
Name Company Position
Ichiro Kinoshita DENTSU INC. Executive Creative Director
Kazunori Saito DENTSU INC. Executive Creative Director
Yoshio Tanahashi DENTSU INC. Creative Director
Naoya Kudo DENTSU INC. Planner & Copywriter
Yohei Nemoto Dentsu Public Relations Inc. Media Planning Director
Koji Urata Dentsu Public Relations Inc. Media Planning Manager
Keisuke Fujita DENTSU INC. Media Planner
Yuichiro Shimada DENTSU INC. Account Executive
Atsuo Sobajima DENTSU INC. Account Executive
Tsuyoshi Sone DENTSU INC. Account Executive
Satoshi Kuno SparePocket Inc. Creative Producer
Maiko Shimada TOKYO Producer
Yuki Taninaka TOKYO Production Manager
Minami Chiwaki TOKYO Production Manager
Yoshihiro Mori Freelance Director
Akiyoshi Yoshida Freelance Cinematographer
Shogen Yamamoto Freelance Gaffer
Mayumi Sugiyama Freelance Stylist
Motoko Suga Freelance Hair Make-up
Tomohiro Kaminaga Freelance Coordinator
Mitsuaki Kayanuma SPECIAL EFFECTS GIVS Special Effects
Harumi Sato TAIYO KIKAKU co.,ltd. Designer
Norihiro Iwama IEMOTO Editor
Ayako Osumi Freelance Colorist
Takahiro Tsuji Freelance Flame Artist
Go Morikawa TAIYO KIKAKU co.,ltd.(+Ring) Visual Effects & Computer Artist
Toshihiko Sakata TAIYO KIKAKU co.,ltd.(+Ring) Special Effects Producer
Shoko Sato Cinema Sound Works Sound Designer
Kanako Kawase McRAY Corporation Sound Mixer
Yoshinobu Morikawa Atari productions inc. Music Producer
Video URL

Describe the campaign/entry:

We packed as much motifs as we can in the 3 minutes movie that is the same duration for the Chikin Ramen to be cooked, and built in gimmick on YouTube, that when you turn on the subtitle, you will see the commentary of the motif used in that section of movie. Samurai, drones, high school girls, cats, idol and many others rapidly appear and at the end of the movie, we emphasized paradoxically the importance of the long-loved brand rather than fads that come and go.

Creative Execution:

We launched the movie on video-hosting media such as YouTube, one month before the Chikin Ramen anniversary. On YouTube, we built in gimmick that when you turn on the subtitle, you will see the commentary of the motif used in that section of movie, resulted in repeat viewers. In addition, we promoted mutual communication with the users by sharing the clip on SNS of the official character of Chikin Ramen, Youtuber, and idol who were hiding in the movie, and challenging whether the followers were able to spot them in the video. In addition, we promoted mutual communication between viewer and various character hiding the movie, such as official character of Chikin Ramen, Youtuber, and idol giving a comment and challenging the followers whether they can spot them in the movie on SNS.

After the launch, the movie catches an eye of trend-conscious viewer, and literally wend viral in “Instant”. As a result, the video was viewed 50 times more than the commercials that were launched at the same time on YouTube. Moreover, this video was also taken up by various domestic and overseas medias, and recorded about $940,000 in advertising equivalent value. We succeeded in delivering the brand value of “being loved continuously over the year” to a wider range of people which were not possible with regular TVC. Also the parody of this movie was made by viewer, and that created several debates over the approach on advertisement strategy.

We created a video of the world’s first instant ramen noodle, “Chikin Ramen” that would go viral in an instant. Within the 3 minutes video that is the same duration for the Chikin Ramen to be cooked, we filled in 20 of the motifs that are commonly used to make viral movies in Japan. Despite we used numbers of motifs that went viral, we emphasized paradoxically the lasting popularity of the brand, rather than chasing after fads.

We targeted the segments of people who are very different from the conventional target consumers. We created a movie that would grasp the hearts of people who are sensitive to the internet trends and likely to share the video, by incorporating contents that would inspire them. In a paradoxical measure, we aimed to spread the importance of the traditional brand value.