MullenLowe partnered with Danish director Mads Broni and Passion Animation Studios to create an anime-inspired advertisement for one of UK's favorite restaurant chains, Wagamama.
Called Bowl to Soul, it's based on the brand's affiliation with Japanese food and its founding philosophy that food not only feeds our heart, it "feeds our soul." The ad shows this by demonstrating Wagamama food's restore sensation.
Upon taking her first taste, the ad's heroine tumbles into a magical land filled with streaming ramen rivers, ondulating coriander fields and spice fireworks. That doesn't sound bad. And it's a good way to appeal to those of us who haven't appreciated the magic of "your food will come out when it's ready."
Created by a mixture of hand-drawn and computer-illustrated artwork, the film brings together a wide range of modern, diverse images and characters, each frame being a unique illustration influenced by anime art. MullenLowe also collaborated with the music supervisor (Thirty Two Music) and the artist Invisible Minds to create a customized version of the album, recording new instrumes.
Mads Broni, Director of Passion Animation Pictures, said: "I enjoyed the challenge of using anime, a style synonymous with Asian cultures, to portray life in London. It was a joy to express my love of illustration, appreciate the history of animation and make it feel modern, important and adventurous."
Called Bowl to Soul, it's based on the brand's affiliation with Japanese food and its founding philosophy that food not only feeds our heart, it "feeds our soul." The ad shows this by demonstrating Wagamama food's restore sensation.
Upon taking her first taste, the ad's heroine tumbles into a magical land filled with streaming ramen rivers, ondulating coriander fields and spice fireworks. That doesn't sound bad. And it's a good way to appeal to those of us who haven't appreciated the magic of "your food will come out when it's ready."
Created by a mixture of hand-drawn and computer-illustrated artwork, the film brings together a wide range of modern, diverse images and characters, each frame being a unique illustration influenced by anime art. MullenLowe also collaborated with the music supervisor (Thirty Two Music) and the artist Invisible Minds to create a customized version of the album, recording new instrumes.
Mads Broni, Director of Passion Animation Pictures, said: "I enjoyed the challenge of using anime, a style synonymous with Asian cultures, to portray life in London. It was a joy to express my love of illustration, appreciate the history of animation and make it feel modern, important and adventurous."
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