25 Years Together
Funimation Anniversary Campaign
After 25 years together, Funimation helped fans celebrate the anniversary by looking to both the past and future of anime culture. In addition to a partnership with Funko for a limited series of Pop figures, this involved the development of special edition apparel which featured plays on anime culture terminology.
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Thomas Roach
Merch Design, Web DesignKris Pierce
Creative DirectionRoger Young Jr.
Motion GraphicsWalter Parenton
Video EditingJonna Miller
Copywriting
Campaign Trailer
Opportunity
As we kicked off the year in 2019, Funimation had a chance to recognize the change that fans had enacted over the past 25 years. Enabling Funimation to grow into it's silver anniversary, their passion had florished in the past two and half decades, blossoming into a massive and dynamic subculture.
Challenge
But with a history as rich and diverse as Funimation's (as well as the anime industry in general), how do you summarize a quarter of a century into one campaign while also making a promise for things yet to come?
Strategy
To commemorate the 25-year legacy, we took fans on a trip through time: flipping through the pages of the company’s past while looking toward the future, celebrating the historic and ever-growing aspects of anime culture.
Results
By blending retrofuturistic aesthetics with colorful nostalgia, these designs echoed that sense of abstract timelessness—past, present, and future all rolled into one.
Limited Edition Funko Pops
In partnership with Funko, we developed five limited edition Pops from among fans' favorite anime titles and gave them an opportunity to bring the silver anniversary home.
Kickoff Event
Knowing that a celebration like this needed to be kicked off in a big way, we created a gigantic version of our special edition All Might figure. First unveiled at FanExpo Dallas, this sent a clear message to fans that their passion for anime had made it bigger than ever.
