Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'Akuma no Kimura' by Dentsu

Beware Nissin's demonically spicy chicken ramen.

2019 Cannes contenders: 'Akuma no Kimura' by Dentsu
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Akuma no Kimura (Demonocally spicy chicken ramen)
Agency: Dentsu
Client: Nissin

Nominated by:

Jessica Davey, CMO, McCann Worldgroup APAC:

Only Japan could have done this. Deeply surreal, very visual and a bold idea to play with a beloved brand icon. The way the campaign launched, with a Twitter meltdown, was particularly smart and gained the idea a whole lot of earned media (and rightly so).

Takahiro Hosoda, ECD, TBWA Hakuhodo:

It takes a lot of courage and conviction to tinker with a long-loved mascot. Nissin didn’t just modify their character however, it was given an absolute 180° makeover. This brave step by the brand, paid back handsomely and won them a lot of attention in Japan.

The character, known as 'Hiyoko-chan' (little chicken) has been loved as the mascot character for Nissin “Chicken Ramen” for more than half a century. In this campaign, the usually cute and adorable “Hiyoko-chan” transmogrifies into an almost demonic looking supernatural being right before our eyes, representing the new spicy Chicken Ramen flavour.

It is important to note that this was a highly calculated and well-thought out move designed to attract millennials, which it did very successfully. The communication architecture featuring the new 'Hiyoko-chan' is broad and deep, covering the official Nissin Twitter account, website as well as TV.

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