| Title | KEEPS YOU GOING |
| Brand | GOOD NOODLES |
| Product/Service | FOOD |
| Category |
C02. Interactive Digital Screens |
|
Entrant
|
DDB Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
DDB Amsterdam, THE NETHERLANDS
|
|
Idea Creation 2
|
TRIBAL Amstelveen, THE NETHERLANDS
|
|
Media Placement
|
MINDSHARE Amsterdam, THE NETHERLANDS
|
|
Production
|
DOOGLE AMSTERDAM, THE NETHERLANDS
|
Credits
| Joris Kuijpers |
DDB & Tribal Amsterdam |
Executive Creative Director |
| Ed van Bennekom |
DDB & Tribal Amsterdam |
CD, concept |
| Jasper Diks |
DDB & Tribal Amsterdam |
CD, concept |
| Leo van Oss |
DDB & Tribal Amsterdam |
Art Director |
| Nick Maas |
DDB & Tribal Amsterdam |
Copywriter |
| Bas Muller |
DDB & Tribal Amsterdam |
Digital Director |
| Jorik Houweling |
DDB & Tribal Amsterdam |
Senior Strategist |
| Milo van der Weij |
DDB & Tribal Amsterdam |
Business Director |
| Doogle Producties BV |
Doogle Producties BV |
Production Company |
| JCDecaux |
JCDecaux |
Out of Home Company |
| Robot Kittens |
Robot Kittens |
Technical Company |
| Talpa media solutions |
Talpa media solutions |
Influencers |
| Mindshare |
Mindshare |
Media agency |
| Karlijn Ris |
Unox |
Marketing Director |
| Alewijn Brouwer |
Unox |
Marketing Manager Snacking |
Write a short summary of what happens in the ambient or digital execution or campaign.
Instead of just telling the Netherlands that Good Noodles really keeps you going, we invited Dutch Gen Zers and young Millennials to prove it. We introduced Good Noodles Keeps you going live.
We challenged people to pose in our billboards while holding a cup of Good Noodles. Like a classic billboard model, except this time they weren’t photographed, but live-streamed. Whoever held out the longest won Good Noodles for life. We built an installation that live-streamed the challenge to digital out-of-home screens across the Netherlands.
To kick it off, we invited popular Dutch YouTube stars Gierige Gasten, Sophie, and Gio. They battled it out to set the high score and challenged their audience to beat it. The rest of the Netherlands soon followed.
Good Noodles used digital billboards in a whole new way to prove their proposition: it keeps you going.
Cultural/Context information for the jury
There was a clear lack of excitement in the category. And while the younger generation (18-24) love their entertainment, no brand in the category was catering to them. When we looked deeper into their behaviours – beyond the ubiquitous Gen Z reports – we discovered that in the Netherlands, this audience was growing tired of the pressure put upon them by their parents and society. A shocking 76% of 18- to 25-year-olds experienced stress. And yet, they do not want to prematurely limit their freedom to explore and have fun – untethered from external opinions. We called them the dubious go-getters.
In a society that keeps raising the pressure, challenging people to go bigger and bigger, we wanted to fuel the activities some might consider dubious. And to prove this with maximum impact, we created the most dubious achievement of all.