This campaign is a web series with 8 episodes with 15 seconds each that is based on the storytelling and visual concepts of Latin American soap operas. It is a love story between a young couple composed by Maria and Antonio. At some point, the couple breaks up because of a little misunderstanding. Then, Maria’s father takes this opportunity to introduce a new suitor that he prefers. But Maria is clearly not happy with him. On the wedding day... Antonio gathered his courage and tries to run away with his loved one – even though he fears her father’s reaction. In the end, the tough father realizes that what they feel is true love and approves their passion for each other.

During each episode, we explore Nissin’s instant ramen 8 different product uniqueness and recipes in an irreverent and organic way that connects with a cultural reference of the audience.

Nissin has two clusters that dominate the sales volume: young adults and mothers. For this campaign, the focus was the mothers - most of them being decision-makers and huge fans of Brazilian soap operas (or "telenovelas”). In Brazil (212,6M population), the habit of watching telenovelas is inherent in the culture. The last chapter of “Avenida Brasil”, for example, reached 72% of turned-on TVs in the country (Kantar Ibope).

We based our campaign on this cultural behaviour to engage with our main audience. We not only brought a closer perspective to our target but also presented what Brazilian telenovelas are best in doing: creating a fast-paced drama that can trigger the audience so they must keep watching.

But we also considered that the country has a higher consumption of short formats (raise of 35% views and 20% engagements in 2021 – Comscore), so we created 15 seconds episodes.