We were tasked to communicate the new formulation of Lucky Me! Spicy Labuyo Beef Instant Noodles.
So to launch the campaign, we came up with a spot demonstrating how only the best chilies are chosen. This chili-driven story was released online and on TV.

Translation: To the contestants: Lady Labu, Labu-labu, Lab & Gab
All of you… are in the new Lucky Me! Spicy Labuyo Beef!
Now, there’s more chili for that winning chili flavor!
The New Spicier Lucky Me! Spicy Labuyo Beef.

We also released a poster for in-store placements.
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.”

Recognition:
Adobo Design Awards Asia 2017
– Bronze in Applied Illustration
– Finalist in Press & Poster

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