"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 broke in August, while those for the tC debuted this month.
July 16 marked 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), invited 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 registrant and daily visits climbed, the million-pixel site revealed more of the grand prize Scion, which was awarded to the registrant revealing the last pixel. The second site, entitled Speechifier, allowed 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 could 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 July's edgy xD "Explosion" spot, as well as the brand new tC "Streak," in conjunction with Shilo, while he teamed with Imaginary Forces to direct xB "Splicer." All three spots have been 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 projects, as did Imaginary Forces on the recent Samples campaign spots," Needham explained. "Method has added a lot of realism to the incredible CGI content, and our friends at Face the Music are proven partners when it comes to creating phenomenal sound treatments to represent Scion and its models." via: Roger Darnell DWA for ATTIK
Project Name: Scion "tC Streak"
Ad Agency: ATTIK
Creative Director, Broadcast Spot Co-Director: Simon Needham
Associate Creative Directors: Ron Lim, Stan Zienka
Production/Animation Company: Shilo
Director: Simon Needham (ATTIK) and Shilo
Creative Director/Lead Designer: Jose Gomez
Associate Creative Director/Lead Designer: Evan Dennis
Executive Producer: Santino Sladavic
Lighting Director of Photography: Dana Christiansen (Method)
Producer: Jake Hibler
Editor: Adam Bluming
3D Animators: Cody Smith, Jessse Franklin, Henning Koczy, Gene Arvan
Telecine: Company 3
City/State/Country: Santa Monica, CA, USA
Colorist: Clark Muller
Visual Effects Company: Method Studios
Executive Producer: Gabby Gourier
Producer: Leighton Greer
CG Supervisor: Chris Nichols
Compositing Supervisor: Chris Bankoff
Flame Artist: Marguerite Cargill
Lighting Supervisor: Daniel Buck
CG Artists: Scott Metzger, Felix Uriquiza, Alexander Lee, Didier Levy, Dave Carlson
Nuke Compositors: Ryan Raith, Jake Maymudes
Music Company: Face The Music
Executive Producer: Adam Joseph
Composers/Sound Designer: Tony Shimkin, Tom Burbank
Additional Sound Designer: Michael Schmidt
Mixer: David Carden Final Mix: Lime Studios Mixer: Loren Silber