What if your favorite physical activity earned you a Cup Noodles ready to go? That's how this action encouraged the participants' physical activity.

Communication started with an activation: a vending machine was installed in Rio de Janeiro and challenged people to exercise. A Cup Noodles product was delivered when the participant reached the machine-determined goal. This goal was measured by a bracelet that accompanied them during the activity.

"We thought of creating the 'No Game Over Machine' to help the multitasking generation to gain a little more time in a day full of commitments. So, in addition to practicing their favorite sport, the youngster still takes the opportunity to enjoy a quick and practical meal ", comments the creative director of Dentsu, Filipe Cuvero.

Creation of Dentsu with Bizsys development.