NISSIN CUP NOODLE / 3D Anamorphic Billboard / Times Square 

High Wide & Handsome / GP Generate / Silvercast

Cup Noodles, the instant noodle classic, just got even easier with a paper cup package that makes it easier, faster, and—for the first time ever—microwavable! High Wide and Handsome, GP Generate and Nissin Cup Noodles gave Adolescent the honor of introducing the cup new design for the beloved Cup Noodles with a dazzling 3D billboard in Times Square.

In a vibrant environment like Times Square, surrounded by color, lights, and different attention-grabbing characters, taking center stage is no easy endeavor. How do we make Cup Noodles the star of the show in the busiest area of NYC?

The 3D microwave transforms the regular Cup Noodles into our unlikely hero, Cup Person, a badass Cup Noodles inspired by High Wide and Handsome’s TV spot. The microwave becomes his stage and Times Square becomes his witness as he explodes out of frame- delivering the announcement of his new paper cup form with epic poses and dance moves that could only take place in the hottest nightclub in town.