Rollton

The Rollton campaign challenged the brand's traditional association with instant noodles. MADE OF conducted a local casting call and recruited characters from recognizable everyday life in Kazakhstan.

Breaking established brand associations is primarily a matter of casting. Faces familiar to the category confirm the old perception faster than the text can offer a new one.

Recognizable everyday life is the most difficult material: it must be recognizable, but not become a set of clichés. This is easily tested: the hero shouldn't look like he was invented for an advertisement.