Can this cute but scary dino turn you vegan?

Vegamama terrifies a crowd of people
(Image credit: Uncommon/Wagamama)

Only one per cent of the UK population calls itself vegan. But Wagamama, a British restaurant chain serving Japanese-inspired food, is out to change that, with a campaign that comes straight out of left-field.

We all know the vegan advertising cliches: bright colours, plants bursting with life, sunny vistas, vaguely hippy and right-on symbols. But while that might work for the target audience, it's not cutting through to everyone. So this new campaign, masterminded by London creative studio Uncommon takes a very different tack. 

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Tom May

Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine. Today, he is a regular contributor to Creative Bloq and its sister sites Digital Camera World, and Tech Radar. He also writes for Creative Boom and works on content marketing projects.