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Ads We Like: Wagamama's welcomes customers to its anime-inspired wonderland


By Imogen Watson, Senior reporter

March 5, 2020 | 3 min read

On the lookout 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.

The 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.

Via her ramen, she falls from her chair into an ethereal world made 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.

On the campaign, Ross Farquhar, chief marketing officer at Wagamama said: “Wagamama has always been a keen student of Japan, and in the year in which the British public is set to widely fall in love with anime we’re delighted to be introducing the brand to a whole new audience through this beautiful art form.

"We’re proud to serve our guests with food that not only fills the belly but nourishes the soul, and this film brings that truth to life in such an immersive and distinctive way.”

Adding to this, Mark Elwood, creative and executive creative director at MullenLowe Group UK commented: “Wagamama serves fresh food that makes you feel good from the bowl straight to your soul. Our director Mads Broni and Passion Animation Studios brought to life that feeling beautifully using the Japanese art of anime. What better fit for the restaurant that has helped bring that little bit of Japan and beyond to our high streets.”

Wagamama: Bowl to Soul by MullenLowe

By Wagamama

Overall Rating 5/5

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