Scion tC: Scion "Samples" tC

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Released:	January 2009
Advertiser:	Scion
Brand name:	Scion tC
Agency:	ATTIK
Country:	USA
Category:	Cars

Credits:

Breaking this week in high-profile broadcast venues are two :30 spots Needham directed through the artists at production company Imaginary Forces (IF). Like other campaign spots set to debut later, "Samples tC" and "Samples xB" use images of actual Scions ranging from "mild" stock versions to "wild" customizations treated with IF's artistic visual effects and hybrid, sound-driven musical scores from Face the Music, in ways that underscore the unique personality of each model and its respective owners.

The campaign's forthcoming printed assets include numerous gatefold and spread executions, as well as two spectacular ads featuring combinations of images of stock and customized Scions. The innovative spectaculars are geared to engage readers with their interactive elements and emphasize the brand's identity. The first spectacular, entitled "Pull-Tab," is a full-page front-and-back ad presenting a "wildly" modified xB, tC and xD, with copy reading "Band of others." Sections of colorful and wild modifications are added in and change the appearance of each model when the reader moves the pull-tab along the outer edge. The backside copy states, "Band together," and shows stock versions of each model. Next, the "Accordion" spectacular, customized for the tC and xD, is a gatefold spread featuring what appear to be very long customized Scions made up of different sections. Using the folding instructions included on the back, readers can transform the ads into accordion-like images of two different and wildly customized Scions.

"Scion owners think of us as more than just a car company and their peers are like family," said Inouye. "Samples showcases Scion's personality and similar to our previous campaigns, we hope it will help us attract and engage new and young customers."

Client: Scion
Campaign: United By Individuality Samples
ATTIK Creative Director: Simon Needham
ATTIK Associate Creative Directors: Ron Lim and Stan Zienka
ATTIK Head of Production: Michele Morris
TV Production: Imaginary Forces
Media: Zenith Media
Photographer: Jeff Li
Additional credits available upon request.