Instant noodles were invented by Nissin on August 25, 1958 and soon afterward arrived in Brazil, becoming a market leader in sales. Nevertheless, in recent years, the brand has been losing market share in the country to similar products. Nissin asked us for an idea to differentiate the product and acquire new customers.

“The World’s Fastest Cooking School” was born using the structure of an old cooking school. We developed entirely new front door signs, studying manuals, dishes, aprons, diplomas and every other item a proper cooking school should have. The school was developed to graduate the biggest number of specialists in Miojo possible in just one day – the 29th of August, Miojo’s invention day – and the teachers invited to be part of the staff were famous Brazilians chefs. The initial plan didn’t changed through the process.

- Almost 1,000 candidates enrolled in the school on the first day alone;

- 12 onsite classrooms were formed with 300 graduate and postgraduate students;

- 33,553 visitors to the school's website on August 25 alone;

- 5,023 single visitors in the live streaming and 1,500 diplomas issued online

- Almost 5,000 new fans;

- 1,000,000 in earned media, generating an even greater number of enthusiasts of the product