Scion Samples United by Individuality

Toyota’s Scion “United By Individuality” campaign, launched in 2008, continues with “Samples”, focused on extending the popularity of the brand among Gen Y users in the United States. A print advertising campaign, billboards, and TV and cinema advertisements use a range of vehicles customized by actual owners and photographed at the Scion United owner event in 2008.

Scion TC Sample


Scion TC Sample

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.

Scion XB Samples Pull Tab

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.

“These newest ads energetically combine actual owners’ xBs, xDs and tCs with stock models in ways that convey the distinct personalities of Scion’s vehicles and their owners – while also showing how their individuality ties them together,” explains ATTIK co-founder and creative director Simon Needham.

Scion XB Sample

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 TC Sample

“The brand celebrated its fifth anniversary last year and Samples shows how passionate our more than 675,000 Scion owners are about their cars,” said Nancy Inouye, Scion advertising and media manager. “We will continue our efforts to show spots like Samples on select late night cable programming, use creative print spreads in niche publications and push the creative envelope with our non-traditional advertising for 2009.”

Scion XB Sample

Film Samples

The first two spots in the Samples series, directed by Simon Needham, bring together a range of images of actual tC and xB Scion vehicles. “Mild” stock versions to “wild” customizations are treated with Imaginary Force’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.

Scion TC

The tC sports touring coupe, was named with a T instead of an x because Volvo already had an XC series. This spot demonstrates the ease of customization along with the features in the most recent models.

Click on the image below to play the video in YouTube (HD)

Scion XB

The xB urban utility vehicle.

Click on the image below to play the video in YouTube (HD)

“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.”

Credits

The United By Individuality Samples campaign was developed at ATTIK by creative director Simon Needham, associate creative directors Ron Lim and Stan Zienka, art director Charles Khoury, head of production Michele Morris.

Filming was shot by director Simon Needham via Imaginary Forces with head of production Ben Apley, photographer Jeff Li, producer Ila Talubn, designers/ainimators Dan Meehan, Tom Allain, Clint Chang, Ko Maruyama, editor Justine Gerenstein, inferno artist Nancy Hyland, colorist Clark Muller at New Hat, executive producer Darby Walker.

Music and sound were produced at Face The Music by executive producer Adam Joseph, composer/sound designers Harry Frost and Tom Burbank and mixer Tom Burbank.

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Location USA USA

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