MullenLowe for wagamama, Bowl To Soul

Latest campaign done for wagamama, March 2020.

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Work by MullenLowe, part of MullenLowe Group UK.

Drawing on wagamama’s association with Japanese food, we created an anime-style animation for the ad in partnership with Danish anime director Mads Broni and Passion Animation Studios. 

Bowl to Soul was inspired by wagamama’s founding philosophy that food doesn’t just feed our belly, it nourishes our soul. The ad illustrates this philosophy by showing the restorative sensation of eating wagamama food. After tasting her first bite, the protagonist tumbles into a magical land filled with flowing rivers of ramen, undulating coriander fields and exploding fireworks of spice.

The campaign aims to appeal to new customers who may not have enjoyed wagamama food before by creating a distinctive campaign that cuts through to new diners by focusing on the feeling inspired by the food, not just the food itself.

The anime-inspired ad was created through a combination of hand-drawn and computer illustrated artwork. We and Passion Animation Studios relished the job of bringing the delicious, soul feeding feeling of wagamama food into beautifully animated life. 

The film brings together a broad range of modern, diverse references and characters, with each frame existing as a unique illustration inspired by anime art. Aiming to embody the idea of ‘kaizen’, Director Mads Broni has taken inspiration from his love of anime and transformed it into something new and unique for wagamama.

We worked closely with the music supervisor (Thirty Two Music) and the artist Invisible Minds to create a bespoke version of the track, recording new instruments and creating detailed arrangements to fit films. 

Media was being handled by the7stars and launched nationally across cinema (60 seconds and 30 seconds) and online (60 seconds, 30 seconds and 15 seconds). 

MullenLowe Group UK

We work with some of the world's most innovative marketers; clients who think like challengers. And so do we. Our integrated approach involves a communion of our best talent with wit and charisma from every discipline. From brand planning to creative campaign development, customer experience to sustainability and purpose communications, media planning and buying to agile production. This approach ensures we deliver ideas that maximise the opportunity for the brand as a whole, never just one channel. We are part of a global network of distinctive agencies, rich in local culture with both intimacy and scale, providing a full service offering with a depth of resources across the globe in 90+ offices and in 65+ markets.