THE NOODLE HOUSE

A NEW ANGLE ON CROPSTICKS

The Noodle House, managed by Jumeirah Hotels & Resorts in the UAE, is fun, fresh and affordable – bridging the gap between fast food and fine South East Asian dining. ATOM was approached back in 2012 to cook up something fresh for the brand and it’s marketing campaign. By leveraging inspiration from humble chopsticks, which often make for comical fun in the hands of anyone non-Asian, we created a memorable series of ads.

It also ran well throughout the year supporting the many events on the Asian calendar, such as Chinese New Year – to local events such as the holy month of Ramadan with a special Iftar menu (Iftar timings are based on lunar cycles and change daily – Muslims break their fast at Iftar). We also conceptualised an art event whereby budding local artists could build scultptures out of chopsticks – to be displayed in the restaurants and later auctioned off for a charity of their choice.

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