Best Curry, Worst Campaign

CONTEXT

Cup Noodles was launching a new flavour: Curry, one of its top selling products. The new Cup Noodles Curry was so unbelievably delicious that all people had to do was to try it and see for themselves.

CREATIVE INSIGHT

If a brand creates an extremely tasty product, does it really need advertising? We decided to explore this concept in our launch campaign.

THE IDEA

Our campaign gave consumers a behind-the-scenes look on the approval process between ad agency and client. In this story, the Curry was so good that the client decided the campaign should focus solely on it. Nothing more mattered – not even the campaign idea.