Bowl To Soul


Together with Passion Animation Studios, MullenLowe London has launched a new animation-style ad campaign for pan-Asian restaurant chain, wagamama, entitled ‘Bowl to Soul’, drawing on the chain’s association with Japanese food.

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.