PLANO, Texas, May 17, 2021 /PRNewswire/ -- Intertrend, a
multicultural creative agency at the intersection of emerging
trends and the interaction between brands and consumers, is pleased
to announce the latest edition of Make Noise Today: Recipe for
Change, a new campaign featuring Eddie
Huang alongside chefs Nicole
Ponseca, Mayly Tao, and
Dennis Lee.
New series of editorial films feature Eddie
Huang and notable chefs preparing meals for those impacted
by COVID-19.
Created to support Asian American chefs who are fighting to keep
their businesses afloat during the COVID-19 lockdown, Make Noise
Today: Recipe for Change sees these notable chefs
bringing food to older adults, essential workers, and others
impacted by COVID-19 in New York,
Los Angeles, and San Francisco.
Recipe for Change is part of Make Noise Today, a national
platform that encourages the sharing of stories that reflect every
aspect of life for the Asian American community, as well as those
minority groups that stand in solidarity with the mission. That
mission--to educate, increase empathy, and inspire action at the
community level--is central to this latest campaign.
Featuring a series of three videos, Make Noise Today: Recipe
for Change is shot with a street-style sensibility mixed with a
naturalistic, intimate approach that highlights the urban settings
of New York, Los Angeles, and San
Francisco. The film series features three Asian Americans
who have fought their way to becoming recognized as leaders in
their communities and is hosted by Eddie
Huang, author, chef, producer and director. Known for his
memoir Fresh Off the Boat (on which the ABC sitcom is
based), Huang is also the director of the film Boogie and
was the chef and owner of Baohaus in New
York.
Huang is joined by a notable chef in each of the three cities.
Nicole Ponseca is a New York-based chef and author of I Am a
Filipino: And This Is How We Cook; Mayly Tao is the Los
Angeles-based owner of DK's Donuts; and Dennis Lee is the San
Francisco-based chef of Namu
Gaji.
"Our partners for Make Noise Today: Recipe for Change
reflect the diversity and strength of the Asian American
community," said Siani Kiyonaga,
Senior Manager, Brand, Growth Audiences, and Cross Vehicle Line
Marketing, Toyota Motor North America. "It is a great honor to
support both established chefs and those impacted by COVID-19
during this difficult time."
For the film series, the three chefs will prepare meals for
older adults, essential workers and others impacted by COVID-19 in
each city. Food will be transported using the Toyota Venza, RAV4,
and Highlander vehicles and the chefs will share their stories of
resilience, grit, and hard work, as well as how the pandemic has
impacted them, their cultural heritage and how food relates to
their upbringings. The film series aligns with Toyota's dedication
to supporting the AAPI community, most recently seen in a
$1 million donation to eleven local
and national organizations supporting the community.
"We're thrilled to partner with Toyota on this latest campaign,"
says Julia Huang, Founder and CEO of
Intertrend. "We've worked with Toyota for many years but this
latest project is close to our hearts and comes right in time for
Asian American and Pacific Islander Heritage Month. We can't wait
for everyone to see these videos and hear the stories of our
amazing partners."
For more information on Make Noise Today: Recipe for
Change and Make Noise Today, please
visit www.makenoisetoday.org
Press Contact:
Doug
Roche
doug@populatecommunications.com
310.658.6940
ABOUT INTERTREND
Intertrend is a multicultural
creative agency that understands the intersection of cultures,
emerging trends, and the interaction between brands and consumers.
With a passionate team of over 70 professionals, Intertrend creates
deeply resonant and exceptional consumer experiences. Founded 30
years ago and based in both Long Beach,
CA and Plano, TX, the
agency has worked with leading brands in automotive, financial
services, retail, entertainment, pharmaceutical and telecom.
Intertrend also houses a family of entrepreneurial brand units that
build to its core expertise across digital, content and
experiential including The Art of Bloom, Imprint Culture Lab,
Imprint Venture Lab, Pow! Wow! Long
Beach, Make Noise Today, Couriers of Hope, Unexpected
Connections, Architecture for Dogs, The Psychic Temple, and 17
Healthy. Interpreters and interrupters, interdisciplinary and
international, Intertrend is where culture and content meet.
ABOUT TOYOTA
Toyota (NYSE: TM), creator of the Prius
hybrid and the Mirai fuel cell vehicle, is committed to building
vehicles for the way people live through our Toyota and Lexus
brands. Over the past 60 years, we've built more than 40 million
cars and trucks in North America,
where we have 14 manufacturing plants, 15 including our joint
venture in Alabama (10 in the
U.S.), and directly employ more than 47,000 people (over 36,000 in
the U.S.). Our 1,800 North American dealerships (nearly 1,500 in
the U.S.) sold more than 2.4 million cars and trucks (more than 2.1
million in the U.S.) in 2020.
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SOURCE Intertrend