Scion “xB Splicer” Campaign
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Ad Agency: ATTIK
Client: Scion
Creative Director, Broadcast Spot Co-Director: Simon Needham
Design/Production Company: Imaginary Forces
Director: Simon Needham (ATTIK) and Imaginary Forces
Art Directors: Charles Khoury, Ahmet Ahmet
Designer: Dan Meehan
Animators: Dan Meehan, Tom Allain, Anthony Honn, Charles Khoury
Editor: Justine Gerenstein
Storyboard Artist: John Fox
Website: www.attik.com + www.scion.com
Design Scene is proud to reveal the latest project coming from Global creative agency ATTIK and Scion, promoting their new Brand Manifesto integrated campaign, intended to inspire new youthful and creative trendleaders with its bold and edgy elements. The campaign debuts fresh creative elements in TV, print, and out-of-home media and launches new online initiatives today. Additional TV and print executions also will continue to roll out over the weeks to come.
"With this new Brand Manifesto campaign, we set out to re-introduce Scion to young, urban consumers by reinforcing the company's unique position as an authentic brand that is all about creativity and individuality," said ATTIK's co-founder and creative director Simon Needham.
Working with Scion, Needham and his colleagues created numerous manifestos that appear in model-specific campaign assets, each featuring its own font, style treatment and set of manifestos reflecting the vehicle's unique personality.
. xD: the aggressive and edgy subcompact five-door: "Create a following by never following" and "Stand with us by standing out"
. xB: the urban utility vehicle with an iconic shape: "Be an icon, not an imitation" and "Be the original, not the copy"
. tC: the exciting sports coupe: "Tear it up, don't rip it off" and "Always zag when others zig"
With "Become one of us by becoming none of us" serving as a recurring manifesto for all of the Scion models, the campaign encourages individuals to be true to themselves by being original and never following.
The campaign's first :30 broadcast spot, entitled "xD Explosion," began broadcast and cable rotation on July 4 to synchronize with xD-themed print ads appearing in the July issues of several targeted monthly publications. The campaign's out-of-home billboards for all three models also went live in key cities across the country on July 1, and new broadcast and print elements for the xB will break in August, while those for the tC will debut in September.
< div style="text-align: justify;">Today marks the launch of two key campaign assets: custom microsites offering audiences innovative ways to participate in Brand Manifesto. The first, Pixel Reveal (www.scionreveal.com), invites visitors to register to win a highly customized Scion worth over $34,000, and to visit the site every day to remove more pixels; as the number of registrants and daily visits climb, the million-pixel site will reveal more of the grand prize Scion, which will be awarded to the registrant revealing the last pixel. The second site, entitled Speechifier (www.becomenoneofus.com), allows visitors to enter their own manifestos to automatically generate video versions of their messages using a montage of video clips. Personal manifestos created at the site can then be embedded into social media sites.
"With this Brand Manifesto campaign, we are inviting even more trendleading, creative individuals to participate in the brand's unique philosophy of 'vehicle as self-expression,'" said Needham. "While our United by Individuality campaign celebrated Scion owners for their individuality, Brand Manifesto aims to attract even more creative trendleaders into the Scion family."
"The Scion brand has always inspired creativity and embraced individuality," said Jack Hollis, Scion vice president. "The daring manifestos will authentically reach out to a younger audience that is on the cutting edge of culture…challenging them to be original and unique–to be an individual."
Needham directed the edgy new xD "Explosion" spot, as well as the forthcoming tC "Streaks," in conjunction with Shilo, while he teamed with Imaginary Forces to direct xB "Splicer." All three spots are being finished by the artists at Method Studios, and feature custom scores from Face the Music. "Shilo really impressed us with their past work on 'Fable' and numerous other Scion creative, as did Imaginary Forces on the recent Samples campaign spots," Needham explained. "Method's finishing has added a lot of realism to the incredible CGI content created at these studios, and our friends at Face the Music are proven partners when it comes to creating phenomenal sound treatments to represent Scion and its models."
About ATTIK
ATTIK is a global creative agency committed to designing extraordinary creative experiences that inspire consumers through compelling communications. ATTIK's strategic planning, design, advertising, production, client service and young research expertise have driven success across an array of consumer product and service categories. ATTIK articulates corporate brand strategy, designs creative solutions for advertising, below-the-line and online media, ensuring target audiences are vitally connected to every facet of its clients' brands. For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.
About Scion
Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle, and the tC sports coupe. The brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. For more information, visit www.scion.com.
*Courtesy of ATTIK
