ACURA Chiaki´s Journey
Earning credibility with the next gen of drivers.
In the mid-80s, Acura burst out of Japan into the U.S. market —shaking things up with iconic models like the Integra and NSX. But by the mid-2000s, the brand had lost sight of what made it famous, shifting focus to family SUVs and discontinuing the Type S line of performance cars altogether. It was time for a comeback—time for the brand to regain its street cred. The goal was to connect with young drivers who were primed to rediscover ‘90s nostalgia and the thrill of real driving. We needed a vessel to tell this story in a way that would stick—something with cultural weight and emotional pull.
Legacy meets future.
The series draws a parallel between the brand’s glorious racing past—embodied by Chiaki’s late father—and the comeback of Type S, represented by our young hero. Guided by her uncle Noboru, she’s determined to follow in her father’s footsteps. We brought in all the elements of a great story: thrill, rivalry, emotional stakes, and plenty of hurdles to overcome—masterfully crafted in close collaboration with The Line animation studio.
That’s enterteinment!
Without mass broadcast, we focused on targeting anime fans, car enthusiasts, and entertainment lovers through contextual digital platforms, cinema placements, in-brand sponsorships, and real-world activations like OOH and experiential events. To draw in our audience, we promoted the series as pure entertainment—with a visually arresting look and feel that took over the internet, key city streets, and racing events where the brand had a strong presence. We launched during the Sundance Film Festival and partnered with influencers, podcasters, and streaming platforms.
Season 2: The journey continued.
Chiaki’s Journey garnered a total of 274M video views. We managed to improve Acura brand measures by double digits, increasing Favorability, Consideration and Brand I’d Love to Be Seen Driving. Our young target audience accounted for over half the campaign recognizers, and it measured as the most appealing brand campaign, reaching new highs for salience and persuasion. Not only did our series entertain but it also drove increases in site traffic, shopping behavior, and even lead submissions. An encore was due!
