Uncommon’s creative imagination is a wild and wonderful thing. This time it has turned wagamama’s announcement that it is making 50% of its menu plant-based into an epic Godzilla-like action drama.
In Uncommon’s version, the massive dinosaur is a rubber creature called Vegamama. He’s having a violent tantrum because he’s angry at the state of the world. But when a human tells him that eating more plants is a solution, he becomes a sweet monster. “Okay,” he replies.
Since opening in 1992, wagamama has championed positive eating and living, leading the way with more plant-based choices, like being the first UK casual dining brand to launch a vegan menu in 2017. wagamama believes eating more plants is key to helping our planet. That’s why it is giving plant-based dishes equal share on its menu.
Vegamama is the first film work by Uncommon since becoming its creative partner earlier in the year.
The film was directed by RiffRaff’s Vedran Rupic who crafted Vegamama’s presence to feel scary but cute at the same time – in the style of Japanese film genre, Kaiju. Rupic took influence from ‘50’s-‘70s cinematography and saturated colour palettes to create a nostalgic feel in a modern world. The film is also set to the charmingly offbeat original composition by Gustav Jennefors titled Vegamama’s Theme.
After the initial idea was worked up 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. Her body was sprayed with latex and sculpted foam to get the authentic Kaiju texture. After the whole body was assembled, Vegamama was carefully spray-painted. The film was produced in three countries.
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 November 1, wagamama is also rewarding customers who pledge a small choice for big change by signing up to its Plant Pledge here.
The campaign is running on TV, cinema, online and social, supported by OOH executions later in the year.
Creative Studio: Uncommon
Production Company: RiffRaff
Director: Vedran Rupic
Executive Producer: Tom Berendsen
Producer: Christian Kuosmanen
DOP: Nico Poulsson
Post-Producer: Henning Szpiro Eriksen
Colourist: Julien Alary
Editor: Elias Nilsson
Online Editor: Stefan Ekman
VFX Lead: Ulf Lunden
VFX Artists: Magnus Jonsson, Emil Eriksson, Pär Olsson, Zafer Fanari, Håkan Ossiann, Anders Nyman, Viktor Johansson & Lars-Gunnar Thorell
VFX Coordinator: Sofia Frennesson
Matte Painter: Pär Olovsson
Music: Gustav Jennefors
Sound design: Erik Olsson
Sound studio coordinator: Felicia Bjurefors
1st AD: Daniel Andersson
Production Manager: John Horn
1st AC: Simon Mortensen
2nd AC: Alexander Toma
Gaffer: Luisa Fanciulliacci
Gaffer Assistants: Per Anders Nilsson & Pierre Wernäng
Key Grip: Sebastian Saury
DIT: Olof Bäckström
Production designer: Christian Olander
SFX: Niklas Hermansson, Simon Krümmel, Pernilla Fisher, Oskar Wallroth, Kicki Öman & Fia Reisek
VFX supervisor: Ulf Lunden
Post-Producer: Henning Lind Eriksen
Pyro Technician: David Peter
Executive Producer: Sasha Bevko
Producer: Val Petyshkin
Production Manager: Vova Altsybeev
Unit Manager: Iegor Pogrebniak
Production Coordinator: Andrew Birch
1st AD: Masha Verboliuk
Production Designer: Max Halushka
Stylist: Dasha Filshina
Make-up rtist: Kate Maksimova
Casting On Set: Evgeniy Krivosheev & Yulia Tolkacheva
Food Stylist: Alexandra Gordeeva
1st AC: Sergey Kolesnik
Script Super: Maryoha
Gaffer: Vova Akulov
Key Grip: Artem Pilipchuk
Sound: Sergey Verdes
SFX: Olga Markova
Playback: Vitaliy Bear
Location Manager: Vitaliy Batyshchev