“Stay Crunchy” is Crunchyroll’s message to its viewers in a new brand campaign dedicated to the streaming service’s inclusive anime community.

Described as “a love letter to fans” and “a reminder that they’re perfect, just the way they are,” the brand spot features the streaming services; mascot Hime coming to life as an animated character for the first time.

With a huge following and tons of fan art, the character is considered a valued member of the Crunchyroll community in her own right, and was seen as the perfect voice to offer words of empowerment by encouraging fans to “Stay Crunchy,” the streamer says.

Crunchyroll partnered with creative agency Omelet on the integrated campaign, which will will run across broadcast, cinema, streaming audio, digital platforms and social media. In addition, the streamer plans to launch creative media partnerships as 2019 gets underway.

As the world’s largest anime library with more than 45 million registered users and 2 million subscribers, Crunchyroll also launched Crunchy Mix, a new digital tool that lets fans send personalized anime mixtapes to their friends.

“We took inspiration from the art of the mixtape—a personal gift, crafted with care that can be sent to individuals or posted for all of a users friends to enjoy. And because anime fans love to share and welcome people into the genre, we created a digital engagement platform that allows them to create bespoke “mixes” tailor made to the personalities and interests of their friends,” said Crunchyroll in a statement.

Crunchy Mix will be live on the Crunchyroll platform at the end of December 2018.

The “Stay Crunchy” brand spot was directed by Taichi Kimura of Caviar Content, who infused the creative with a mix of Japanese and UK culture.

The campaign also features an animation team that combined their individual styles and techniques into the film.

Lead animators include Rapparu (Kanamewo, Crystal Cloud), Mai Yoneyama (Darling in the Franxx, Kill la Kill, Sword Art Online), NAZONOANIMEDAN (Re:Zero, Dog Days), 47℃ (Yuru Yuri, Cinderella Girls, Encouragement of Climb). It was scored by Yutaka Yamada (Tokyo Ghoul, Marumo no Okite)

In addition, Crunchyroll worked with fan Lionel Lum to build a real-life wheelchair replica of the Lagann mecha from Gurren Lagann.


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