The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Agency: MullenLowe
Client: Wagamama
Date: Mar 2020
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On the look out for new Wagamama customers, MullenLowe has created a beautiful animation inspired by anime art.

The Bowl to Soul film brings Wagamama's founding philosophy - 'food doesn't just feed our belly, it nourishes our soul' - to life through illustration, to show the restorative sensation of eating its fusion food.

Through a combination of hand-drawn and computer illustrated artwork, the film follows a young woman as she heads to the restaurant to meet pals. However, rather than just focusing on Wagamama's menu, it works to conjure up an image of the feeling inspired by it.

As she tucks into a hot soul of ramen, she falls from her chair into an ethereal world made up from the ingredients she was about to devour. Each frame in the film exists as a unique anime-inspired illustration, that aims to embody the Japanese phenomena of 'kaizen.'

MullenLowe teamed up with Passion Animation Studios and the Danish anime director, Mads Broni, on the film. It also features a bespoke track, created by Thirty Two Music and the artist Invisible Minds.

Media is being handled by The7Stars, and it has launched across cinema and online.