Lucky Me! “Noodles”

At first glance, this poster looks like an uncooked pack of instant noodles.
However, you’ll notice that the negative spaces in between the noodles are actually filled with chili.
The illustration is capped off with the line – “Now with More Chili.”

Spicy Labuyo (Local Chili) Beef Instant Noodles.
Now with more chili.

Along with the campaign is the TVC:

Bronze in Applied Illustration - Adobo Design Awards Asia 2017
Finalist in Press & Poster - Adobo Design Awards Asia 2017
(Adobo Design Awards 2017 - Partnered with D&AD and headed by D&AD President, Bruce Duckworth)

Agency: Publicis JimenezBasic
Executive Creative Director: Trixie Diyco
Group Creative Director: Jao Bautista
Copywriter: Stephan Domingo
Art Director: Lance Francisco
Lance Francisco