|Media||Print, Magazine & Newspaper|
|Agency||Attik San Francisco|
Credits & Description
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.