2019 Cannes contenders: 'Akuma no Kimura' by Dentsu

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.