Maruchan Campaign

한국어

Challenge

Maruchan’s Social Campaign was to bring the typical Grandma aesthetic to a instant ramen brand.

Solution

With a ‘typical grandma’ aesthetic, Maruchan to take on a homier vibe.

By utilizing old sayings and making them relate to the ramen itself was an effort to connect the two athletics together.

The warm fuzzy photography was done in a way that would enhance the feeling of grandma’s house where all time seems to have stopped.

Research

Maruchan is typically associated with college students.

While doing research, I found that older people were benefiting from instant ramen and that is where I drew inspiration from.

I knew I wanted to do something with a twist or unexpected to draw attention and thought this would be a good approach.

Process