wagamama & Uncommon Unleash Vegamama on the World to Launch Plant-Based Mission

New film inspired by Japanese anime genre ‘Kaiju’ meaning ‘strange beast’

To celebrate wagamama becoming the UK’s first high street restaurant to make 50% of its menu plant-based, Uncommon has launched a new campaign featuring a colossal rubber dinosaur who’s hungry for vengeance, angry at the state of our world.

Uncommon have marked the occasion with their first film work for the brand since announcing their creative partnership earlier in the year.

We follow Vegamama on her vegan-righteous rampage before the film crescendos as Vegamama comically shoots off her bionic arm to explode an off-shore oil rig.

Vegamama gets up and dusts herself off, before taking a large chomp out of a nearby billboard, announcing wagamama’s brand new 50% plant-based menu. Vegamama slowly walks into the distance into the water, like she’s entirely lost interest in destroying humanity.

BTS
BTS

After initial concepting in Photoshop, the Vegamama suit was modelled in 3D and clay, before being brought to life using foam, latex, and sophisticated animatronics, giving her the ability to move her face and eyes.

BTS
BTS

The body was sprayed with latex and sculpted foam to get the authentic Kaiju texture. After the whole body was assembled, Vegamama was meticulously spray-painted.

BTS
The Katsu Smoothie
Kintsugi Benches

The call to action is to ‘Eat the world you want to see’ — whether that’s finding a new go-to vegan side or choosing to eat meat-free for half the week. Ahead of the United Nation’s COP26 climate conference on 1st November, wagamama is also rewarding customers who pledge a small choice for big change by signing up to their Plant Pledge here.

The campaign will run on TV, Cinema, Online and Social and will be supported by OOH executions later in the year. Stay tuned.

CREDITS

SWEDEN TEAM

KIEV TEAM

Uncommon is a creative studio building brands that people in the real world actually wish existed.

Uncommon is a creative studio building brands that people in the real world actually wish existed.