wagamama back in 2018 launched with their first ever brand ad into cinema. By embracing its distinctive soulful philosophy, and mastering the secret art of cinema, wagamama attracted a new swarm of urban butterflies through its doors. While others closed shop, our campaign delivered a 6% point penetration increase, grew like for like sales 8.8% vs. market growth of just 1.7%, and achieved a profit ROI of £5.21 for every £1 invested. Through meticulous media planning and an innovative cinema strategy, we broke the stereotypes of cinema and flipped it on its head. This successful campaign has been recognised and is now the winner of the 2020 Media Strategy & Idea category for the Effies.