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Dentsu

Cup Noodles #nogameover


Young people spend a lot of energy during the day and don’t want to waste time on anything; not even to kill their hunger. Thinking of this, Dentsu created the NO GAME OVER concept, with the objective of encouraging young people to practice physical activities and lead a less sedentary life.
An unprecedented action was developed, which involved technology and innovation: a vending machine installed in Rio de Janeiro, which used young people’s energy to prepare the Cup Noodles. The expenditure was measured through a bracelet that sent information to the machine. Those that spent enough energy to boil the water were rewarded with a Cup Noodles.