01
Brief
Forty years
on every table.
Indomie reached a landmark moment in Saudi Arabia: four decades as a familiar part of everyday life. The task was to turn that history into an anniversary platform with enough energy to feel current, recognisable and shareable.
02
The Challenge
A milestone that
could not feel static.
In a saturated snack-food market, the anniversary could not be treated as decoration. It needed one simple idea that could move between retail, social and campaign formats while still feeling unmistakably Indomie.
03
Our Approach
One campaign
made to travel.
Step 01 - Anniversary Platform
We created the noodle-formed 40 as the anchor visual for the whole campaign.
Step 02 - Storytelling
The creative work connects generations of Indomie moments with a warm, memorable visual language.
Step 03 - Campaign Rollout
Print and social formats give the anniversary system room to travel across its full communication cycle.
04
The Result
Forty years,
one recognisable story.
Indomie's 40th anniversary now has a signature visual moment instead of a generic milestone graphic. The noodle-formed "40" gives the brand an ownable asset that carries across retail, social, and OOH placements, turning a corporate anniversary into content the market actually engages with.
