Our World is Yours
Funimation Seasonal Campaign
As 2020 drew to a close, our audience was focused on the safety of visiting their loved ones for the holidays. It reminded us of another year’s end that had the world on edge: 1999. Paying homage to Y2K and the aesthetic that followed, we set out to remind fans that we’ll get through this together, just like we always have. Although reality may keep us apart, anime can keep us connected.
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Thomas Roach
Art Direction, Graphic DesignOther Team Members
Coming Soon
Graphics Sizzle
Opportunity
Coinciding with the first holiday season of the COVID-19 pandemic, anime fans were itching for the sense of normalcy and connection that comes with the end of the year, hopeful that 2021 would be much more positive.
Challenge
However, Funimation fans had a lot more than anime on their minds as we prepped to launch our Winter slate of new shows. Between election anxiety and the ever-increasing odds that they might not be able to make it home to see their families and friends, our audience (in addition to the rest of the world) were still squarely struggling to make it through one of the most stressful years in recent history.
Strategy
We were reminded of another time when the world was collectively focused on the end of the year: 1999. Paying homage to Y2K and the aesthetic that followed, we set out to remind fans that we’ll get through this, hand-in-hand, just like we always have. The virtual world is now more connected than ever—and though reality may keep us apart, anime can keep us connected.
Results
Imbuing a positive and curious vibe on tech/vapor imagery, we invited fans to join the underground digital gathering, welcoming them home, and showed them that the world of Funimation where they belong.
Key Art EP
Amidst neon lights and chill beats, we invited Funimation fans from across the globe to vibe out in the comments section of our relaxing, digital meeting grounds.