Creativity

Noodles are nourishment for your soul, says Wagamama in anime-infused ads

TV campaign comes as chain announces U.S. expansion

By Alexandra Jardine. Published on Jun 06, 2018

Editor's Pick

Wagamama, the U.K. ramen noodle restaurant chain that recently announced plans for further U.S. expansion, makes the point that its food provides spiritual nourishment as well as filling you up in a new spot that draws on Japanese anime.

The campaign, by MullenLowe London, is Wagamama's first TV work to use the tagline "From Bowl to Soul," previously used in radio ads. Director Basak Erol of Blink mingles live action images of food and anime-style clips, including wacky cartoon characters and a man canoeing across a bowl of noodle soup giving a hint of Wagamama's Japanese roots and its restaurant style, which includes communal long tables with benches.

The campaign will appear in cinemas, on TV and online in the U.K. and internationally. Established in 1992, Wagamama now operates over 130 restaurants in the UK as well as in over 40 restaurants in 23 countries around the rest of the world.

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Credits

Date
Jun 06, 2018
Client:
Wagamama
Agency:
MullenLowe London
Customer Director:
Emma Woods
U.K. Marketing Director:
Andre Johnstone
Head of Brand:
Ollie Payne
Executive Partner:
Phil Rumbol
Account Director:
Maurice Pfister
Account Manager:
Holly Wells
Senior Strategist:
Bruno Carramaschi
Chief Creative Officer:
Jose Miguel Sokoloff
Executive Creative Director:
Mark Elwood
Creative Director:
Ben Williams
Creative:
Nicolas Gomez Cal
Creative:
Sean Bone
Producer:
Alex Pemberton
Junior Producer:
Natalie Miller
Production Company:
Blink
Director:
Başak Erol
Animation Director:
Tom Cole
Producer:
Corin Taylor
Production Manager:
Beatrice Warren
Edit:
Stitch
Editor:
Max Windows
Post Production:
Freefolk
Colorist:
Duncan Russell
Visual Effects:
Jason Watts
Sound:
Machine
Sound Engineer:
Patch Rowland

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