Knorr
Brand Building Playbook
When Knorr's Korean Ramen met the most-watched show on the planet, the collaboration deserved more than a logo swap. We built a full parody universe, masked enforcers, ceremonial slurps, dramatic lighting, treating the tie-in as cinema. Our brief was simple to say and hard to do: earn the crossover.
Sets, costumes and lighting were reconstructed with a fan's reverence and a filmmaker's precision, the grey coat, the chandelier, the ceremony of the table. Parody only lands when the homage is exact, so we treated every frame like the show's own crew might.
The campaign was cut for the feed in the show's own grammar, title cards, tense close-ups, subtitled punchlines, so that every vertical felt like a leaked scene rather than an advertisement wearing a costume.
The collaboration put a pantry staple inside the biggest pop-culture conversation of the season, and audiences shared it as entertainment first and advertising a distant second. For Knorr, that is the cultural win: borrowing fandom with enough respect that fans do the distribution.
A limited-edition pack became a collectible because the storytelling around it behaved like the property it honoured. The work showed how a legacy food brand can move at the speed of streaming culture without losing the warmth that made it a kitchen name.