Cup Noodle has been a leading brand that hasn't changed its flavor or packaging for the last 35 years. Our task was to ensure that the younger generation in their late teens and early twenties wouldn’t regard the brand as old and outdated. We choose Japanese anime as our method of expression. And we built our campaign with integrating advertising such like TV commercial, graphics, WEB, mobile which is free from consumer side of view, and the pay entertainment content such as DVD series. 10 TV commercials and 7 DVDs have been aired and released.

Although "anime" is very popular in Japan, there weren't any original animated TV commercial campaign until now. Talented people in the animation industry are fully engaged in the production of animated films and programs, and thus it had been impossible in the past to get them together to create a TV commercial. Our idea was creating TV commercial and DVD series which would be offered for sale at the same time. In other words, we put together a team to create a DVD anime series and produced TVC in the same studio. This campaign was 2 years macro scale campaign named ‘FREEDOM-PROJECT’.