Nissin Ramen has teamed up with Dentsu Creative Manila to embrace the philosophy of Kintsugi via this campaign.
The Japanese art of Kintsugi is the practice of repairing broken pottery with gold lacquer to rebuild shattered pieces into stunning works of art. Instead of hiding the cracks and flaws, in this art form, they are otherwise highlighted and embraced.
With the belief that a mother’s warm, comforting meal has the power to fix things, Dentsu Creative created the Nissin Kintsugi campaign, a poster series of illustrations on Kintsugi inspired pottery that portray stories of brokenness and hurt, with strands of Nissin Ramen noodles as the lacquer to mend all the broken pieces.
Credits
Agency: Dentsu Creative Manila
Client: Nissin Ramen
Chief Creative Officer: Jerry Hizon
Executive Creative Director: Miko Quiogue
Assoc Creative Director: Patricia Salonga
Art Director: Tim Cruz
Copywriter: Kriselle Marian Panopio
Group Account Director: Gabbie Santiago
Account Manager: Trixie Ramos
3D Effects: Ramon Tupaz III
Finishing Artist: Allan Montayre
