Description
With high praise for GRIP’s launch, Toyota had the momentum to create a second season. But, unlike the first season, we didn’t have novelty on our side, nor could we rely on a heavy marketing blitz to pay off. Anime fans are discerning. You can’t pay for their eyeballs.
To cement GRIP as a bona fide anime series, GRIP had to deliver what fans love most about anime: layered storytelling. This means rich lore, easter eggs, historical references, genre crossovers, and cameos. Often these interwoven storylines and references shine a light on Asian cultural tastes and contexts. For Asian American fans, this is vital; seeing their cultural trends reflected on screen delivers a powerful boost of pride and confirms they are at the heart of the cultural moment.
GRIP began as a tribute to the anime cult classic, Initial D; in Season 2, we put GRIP on the cultural map. We invited car and anime enthusiasts to follow our breadcrumbs, partnered with Asian American Gen Z creators and preferred platforms, collaborated with J-pop stars, and showed up where our Asian fans are. We didn't just make a show. We created a bigger GRIP world, embedded deep into the anime universe.
This professional campaign titled 'GRIP - Season 2' was published in United States in September, 2024. It was created for the brand: Toyota USA, by ad agency: Intertrend Communications. This Digital, Experiential, and Film media campaign is related to the Automotive and Personal Transportation industry and contains 7 media assets. It was submitted 4 months ago.
Credits
Advertising Agency: Intertrend Communications
Production Company: Lawrence Fells Productions
PR Agency: Meehan Business Advisers
Intertrend Communication
CEO: Julia Huang
Managing Director: Rita Cheng
Executive Creative Director: Matthew Choy
Creative Director: Eugene Kim
Creative Director: Harim Kim
VP, Account Management: Joe Min
Executive Account Director: Alyssa Hu
Account Supervisor: Helen Wang
Account Coordinator: Violet Huynh
Strategy Director: Pallavi Reddy
Associate Strategy Director: Esther Lee
Senior Strategic Planner: Philip Kim
Executive Producer: Jeanette Kung
Executive Media Director: Cheryl Lee
Media Director: Idy Tsao
Media Planner: Bea Castrence
Toyota Motor North America
Group Vice President, Marketing: Michael Tripp
Vice President: Tim Bliss
Senior Manager, Brand: Tyler McBride
Manager, Brand: Alex Ahrendsen
Senior Planner, Brand: Sean Mahase
Senior Manager, Media: Angie White
Manager, Brand Media : Alex Chau
Sr. Planner, Brand Media: Scott Bennett
Vice President: Tony Mueller
General Manager: Mia Phillips
