Our challenge was to reinvigorate the brand of Nissin Cup Noodle, which used to take center stage of instant noodle market. Especially, younger generation had drawn away from the brand over the years. So, we chose three important ideas, namely, "otaku," "anime," and "football," in order to get attention from the younger generation again.

First, we had started a campaign that was intended for otaku fans. Because lots of young people, especially among male, are really crazy about pop-singers, we showed young adult having fun at concert. Then, we showed a Japanese female teenager in train, reading a Japanese comic. We did it because we found out that lots girls are into romantic comic. Then, we showed a man in samurai suit, doing crazy football tricks in Brazil. We launched this campaign, because lots of young people like football. Also, the World Cup was taking place in Brazil, so we wanted to catch lots of people's attention amidst the World Cup fever.

One of the biggest successes in our campaign featured a samurai in amour demonstrating his amazing football skills.

Just prior to the World Cup, we were asked to come up with a campaign to inform not only the domestic audience but also people around the world about Nissin Cup Noodles. Our idea was to create an original Cup Noodle hero the like of which the world has never seen before. A single samurai, hidden behind blue-tinted full-body armor, marches into Sao Paulo, the heart of Brazilian soccer, and shows off his amazing technique. Inside the helmet and armor is Kotaro Tokuda, the world champion of freestyle football.

The video generated 13M viewers on YouTube.