Staff Reporters
Sep 30, 2022

Campaign Creation Stories: How retailer Bananain used noodles as a recurring campaign theme

Chinese retailer Bananain and agency partner Goodzilla speak at length about their richly produced campaign that marries noodles with summer clothing.

Campaign Creation Stories: How retailer Bananain used noodles as a recurring campaign theme

In this episode of Creation Stories, we explore a beautifully produced and humorous campaign by Chinese retailer Goodzilla. ‘Summer of Liangpi’ is an unexpected journey in a desert where two men banter about the heat and the past—while liangpi noodles serves as a culturally relevant backdrop.

Creation Stories host Richard Bleasdale speaks to:

  • Yongchao Zhang, creative director, Bananain
  • Jiayi Xu, creative director, Goodzilla

Please note that this audio interview is conducted in English and Mandarin. Hesky Lu, partner at Goodzilla, translates.

Watch the campaign below:

Listen to the full podcast below:

About Creation Stories
Origin stories and insights from recent and great marketing in Asia.

In Creation Stories by Campaign Asia-Pacific, a brand leader and an agency partner discuss how they collaborated to create one special ad, or an entire campaign, for markets in Asia-Pacific.

From the objectives to the brief, and from the creative inspiration to the production, Creation Stories gives you an inside look at what it takes to create excellent brand marketing.

Available as a video series and in podcast form, Creation Stories is presented by Campaign Asia-Pacific and hosted by Richard Bleasdale. Currently director and partner of The Taipan Partnership, Bleasdale has a long history in the advertising industry in APAC, including a stint as MD at The Secret Little Agency in Singapore and a long tenure as managing partner with Observatory International, a consultancy focused on client-agency effectiveness.

If you have comments about Creation Stories, contact us at [email protected].


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