Haraku's one 3.5-metre noodle frees gamers' hands — ADFEST 2026 PR Lotus Grande

Haraku shaped a noodle around gamers' occupied hands: one unbreakable 3.5-metre strand slurped one-handed mid-match; 20,000 bowls sold, ADFEST 2026 PR Grande.

Haraku Ramen Halal (Ismaya Group)

创意是什么Make one unbreakable 3.5-metre noodle so a gamer can slurp one-handed, hands-free, without pausing play — the product itself is the campaign.伤筋动骨

当时的题目

Instant noodles are a national staple in Indonesia, dominated by big brands. Haraku, a challenger under Ismaya Group, picked one audience — the country's 100 million gamers — where eating and playing physically collide: a controller and a bowl of noodles both take two hands.

它是怎么成立的

In Indonesia, instant noodles are a national staple and the category is crowded with big brands. Haraku Ramen, a challenger under Ismaya Group, chose not to fight for the whole country at once; it went after one audience it understood — gamers. Indonesia has over 100 million of them, and they snack while they play. The friction was physical: a controller takes two hands and a bowl of noodles takes two hands, so something usually has to give — and it is usually the game.

BLKJ Havas built the answer around that exact constraint: The One Noodle, a single unbreakable 3.5-metre strand made with an egg-enriched dough engineered for strength and slurpability, with a U-shaped cutout in the packaging for a cleaner slurp. Every design decision traced back to the way a gamer's hands are already occupied. Haraku did not make a better noodle; it reshaped the noodle around a behaviour.

The launch met the culture on its own ground. Haraku ran a live gaming event at its Jakarta outlet where players ate and played at once, and the moment was carried across TikTok, Instagram and YouTube through gaming creators the community already followed. The limited run of 20,000 bowls sold out within weeks, footfall at the outlet rose around 60%, and delivery impressions climbed as the buzz spread.

At ADFEST 2026 the work took the PR Lotus Grande — the jury's breakthrough in PR — plus a PR Lotus Gold, a Direct Lotus Silver and a Design Lotus Bronze. It also won the Gaming Grand Prix at Spikes Asia 2026 and earned four finalist places at The One Show 2026. ADFEST's own case study frames it as interaction design: reshape the product to how people already live rather than asking them to change.

妙在哪

The idea is a product shaped around a behaviour, not an ad about one — the noodle itself is the medium.
The insight is physical and exact: two hands are claimed by the controller, so the food had to become one-handed.
The launch trusted the product: a live gaming event and creator seeding instead of a conventional media plan.
It flipped product innovation into a PR engine, winning ADFEST 2026's PR Lotus Grande and three further Lotuses.

做出来什么

The limited run of 20,000 bowls sold out within weeks and outlet footfall rose around 60%. The work won the PR Lotus Grande at ADFEST 2026, plus a PR Lotus Gold, Direct Lotus Silver and Design Lotus Bronze, and the Gaming Grand Prix at Spikes Asia 2026, and earned four finalist spots at The One Show 2026.

可以借走的

Fit the product to a real behaviour instead of asking people to change. When the object itself removes a physical friction, the product carries the brand — the campaign is just letting people try it.

后来

Haraku kept the One Noodle as a limited product, and the idea carried the brand further than a media plan would have: ADFEST named it the PR breakthrough of the year, Spikes Asia gave it the Gaming Grand Prix, and The One Show named it a four-time finalist. ADFEST's case study presents the lesson as interaction design — reshape the product to how people already live rather than asking them to change.

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