The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Art Direction
Annual ID
OS23_BE099M
About the Work
Background:
After more than a decade-long hiatus, Acura decided to bring back the legendary Type S badge. To introduce this iconic and storied performance variant to a new generation of drivers, the brief was simple: Show the importance of the Type S story in a way that would stand out in a category where Acura had become nearly invisible.
Idea:
Fast cars, racing, and rivalries—we developed an anime series to celebrate the return of Type S performance. But it wasn’t just about making anime. We needed to reintroduce Type S to Acura diehards but also bring in new generations of Millennials and Gen Zers who may never have heard of Acura. We had to do something that was unmistakably, authentically Acura that would connect with current culture. To do that, we needed a vessel for our idea that would resonate among these new attitudes, behaviors, and lifestyles. Through genuine storytelling, we created a robust world from the ground up that showcased Acura’s birthplace, Southern California, featured three new Type S vehicles, and introduced compelling characters who took us on their own journey but who also mirrored the brand’s story. Through this, we were able to tell two stories: one, the thrilling story of Chiaki’s personal journey, and two, the story of the Acura brand, our racing heritage, and our ambitions for the future.
Execution:
With authenticity at the core of everything surrounding the series, we decided to launch Chiaki’s Journey like a legitimate streaming show. First, we teased the series with four :30 trailers online and in theaters. Then, we launched the four :60 volumes at the Sundance Film Festival. We continued the rollout through digital, social, cinema, and OOH, with everything driving to the Type S YouTube channel. Digital media was placed across CrunchyRoll, YouTube, Kotaku, Jalopnik, The Takeout, Gizmodo, and the AV Club as well as promoted through Sundance and IMDb channels. Billboards were placed in Los Angeles, Chicago, New York, and Miami, and for the finale, we took over Acura’s and Chiaki’s home race, the Acura Grand Prix of Long Beach.
2023 Awards
Total Points: 3
Merit
Credits
Agency
MullenLowe U.S.
MullenLowe LA
Production Company
The Line / London
Music / Sound Production Company
Source Sound / Los Angeles
Post Production Company
Yeti / El Segundo
Director
Sam Taylor
Tim McCourt
Editor
Tim Jieh
Executive Creative Director
Carlos Alija
Laura Sampedro
Executive Producer
Amy Jo Deguzis
Producer
Samia Ahmed Turner
Account Supervisor
Joe Litwak
Senior Designer
Aaron Nandor
account director
Kylie Mugg
Artist/Band
Nemophila
Associate Creative Director - Art
Alex Haase
Sean Stell
Associate Creative Director - Copy
Jason Brady
Creative Director - Copy
Ty Hayward
Creative Director - Design
fabiano de queiroz
Freelance Senior Designer
Fernando Pino
Head of Integrated Production
Kate Hildebrant
Illustration
KK Masterworks / Tokyo
Sr. Business Affairs Manager
Heidi Clemens
Nickie Kolb
VP, Director of BA
Davina Turnbull
VP, Group Account Director
Nicole Neopolitan
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