Nissin Lamen aka. Miojo is a 58 year-old instant noodle brand. We discovered our consumers were highly creative with their recipes. So we redefined our product from a “quick, convenient meal” to becoming a "Blank Canvas" inviting consumers to unleash their culinary creativity.
To enhance the relationship, Nissin decided to promote their creativity and transformed our consumers into artists.
Nissin launched ARTIOJO. (ART + MIOJO)
A one-of-a-kind competition turning
noodle recipes into masterpieces of culinary artistry.
Offering a 100g 24K gold bar prize.
A mobile experience transformed the instant noodle cooking experience to be more fun and creative.
Using Artificial Intelligence, every recipe submitted
turned into a unique piece of art.
We Connected Multiple Al together :
1.First, Blip2 trained on thousands of photos through machine learning,
enabling it to recognize the recipe ingredients through image recognition
and captioning
2.Then, GPT creates a new prompt based on the ingredient's color, shape, environment, etc...
3.Finally, Stable diffusion generates an original art piece based on 11 art style
that you can choose.
Art styles : Renaissance /Impressionism / Cubism / Surrealism/ Pop art /
Realism/ Minimalism / Baroque / Ukiyo-e / Graffiti
The Consumer Generated ART turned every touch point into an art gallery of their own,
celebrating the joy of cooking. Not only digital but we covered many OOH and In-store spaces.
And we even did a real art exhibition at JHSP gallery:
PRIZE:
*178,162 submitted recipes data were sent to Nissin
product development team influencing the creation of 5 new flavors launching in 2024.
