Academic project addressing the strategic repositioning of UDON by building a new brand platform centred on curiosity as its main driving force
UDON: Asia comienza aquí [UDON: Asia begins here]
IED Barcelona – Students: Maria Paula Pazmiño, Maria Alejandra Pinzon Raymond, Ana Alexandra Pira Morales and Genny Travali
Academic year
2024/2025
The creative campaign proposes an experiential gastronomic journey, launched with an outdoor and digital teaser that invites discovery. Its central element is a UDON passport, in which each stamp obtained by consuming different dishes brings users closer to a major prize: a real journey to explore Asia alongside five content creators who will document the experience in real time through social media.
This generates a digital travelogue that amplifies reach and positions UDON as a cultural bridge between East and West. The campaign culminates in in-restaurant activations and a themed pop-up celebrating “the return from the journey”.
Maria Paula Pazmiño, Maria Alejandra Pinzon Raymond, Ana Alexandra Pira Morales and Genny Travali are students of the Master in Strategic and Creative Brand Communication Management
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