Scion and ATTIK Showcase Unique "Scion Story" in New "What Moves You" Cross-Media Brand Campaign
SAN FRANCISCO, Sept. 28, 2012 /PRNewswire/ -- Global creative agency ATTIK is very proud to announce the forthcoming launch of the latest brand campaign for the Scion line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. Elements from this new "What Moves You" campaign will debut across America next week in targeted television, cable, print and online media outlets, along with many out-of-home placements in high-traffic locations in major U.S. cities.
"Since the brand launched nearly 10 years ago, Scion has had an affinity for the creative arts that has resulted in helping more than 1,700 artists follow their passions," said Owen Peacock, Scion national marketing and communications manager. "Our support of emerging artists is and always has been a cornerstone of the brand and we bring that to light by featuring them and their personal stories as key parts of the campaign."
Specifically, the "What Moves You" campaign incorporates Scion creative partners, their stories of what moves them and how Scion has supported them to achieve their goals. The broadcast spot features Scion collaborators like artist Neil Krug, automotive designer Troy Sumitomo, professional racing driver Michele Abbate and musician Prince Terrence and his band Hussle Club.
"Search the world for an automotive brand that deeply invests in the passions and creative interests of young would-be buyers, and you are sure to find yourself immersed within the Scion Story," said ATTIK co-founder and executive creative director Simon Needham. "This newest campaign is aimed at honoring and celebrating the brand's dedication, and reminding the world that Scion is totally tuned-into the passions of young people."
On Scion's website, which was recently redesigned by ATTIK, the Scion Story appears prominently. "We are a car company that appreciates lifestyle, by actively supporting and collaborating with emerging talent in the arts, music, design, and auto enthusiast realms," it states. "That's how we built a loyal following of passionate owners who have helped us grow into the company we are today."
Through their close working relationship with Scion's executives, ATTIK's creative and account teams know that the recent introductions of the FR-S sports car and the premium micro-subcompact iQ have expanded the brand's target audience... and they also realize that many people are not aware of everything Scion does to support emerging talents. With this in mind, the "What Moves You" campaign is the first of several important initiatives designed to engage the brand's audience more deeply within its unique offerings.
"I am very proud of the collaborative partnership between ATTIK, the entire Scion marketing team, their vendor partners and the young people Scion supports in bringing this campaign to life," said Michelle O'Hea, ATTIK's Scion account director. "Everyone was always available and eager to participate in the production, and as a result, this campaign is a vivid testament to our strong partnership, and the power of Scion's vision."
ATTIK creative director Ron Lim also explained how the "creative gene" is firmly embedded in Scion's DNA. "This campaign is essentially about telling the Scion story," he said. "That story is not just about how and why the brand was started, but also about its philosophy. Since Scion has a history of helping musicians, artists and other creative people, we wanted to include all those stories in our elements."
The work of photographer Bill Cash is featured in the campaign's print elements. For the broadcast spots directed by Simon Needham through Blueyed Pictures, production credits include executive producer Jamee Natella, line producer Jon Goldberg, and director of photography Damian Acevedo. The spots' graphics and visual effects are courtesy of executive producer John Denis, producer Francine Marchetti and VFX supervisor Aaron Powell of Pixomondo, and telecine was handled by Clark Muller of Incendio. The music track "Movement in Motion" from Scion-supported band Static Revenger appears in the spot, and post audio credit also goes to Jason Harcharic of Beyond Marketing Group.
For ATTIK, along with Simon Needham, Michelle O'Hea and Ron Lim, credits go to interactive creative director Jacob Ford, senior copywriter Mike Brenner, senior art director Greg Coffin, senior art director David Ziganay, director of broadcast Patty Lum, and planning director Tonia Lowe, to name but a few.
To learn more about the campaign and the Scion Story, please visit www.Scion.com.
ATTIK (www.attik.com), part of the Dentsu Network, is a global creative agency focused on developing integrated advertising, digital and branded experiences. Specifically, the agency's expertise in strategic planning, design, advertising, production, client service and research has driven extraordinary success across most consumer product and service categories. Articulating corporate brand strategy and designing creative solutions for advertising, below-the-line and online media, ATTIK ensures target audiences are vitally connected to client brands. For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.
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 brand features five groundbreaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle, the tC sports coupe, the premium micro-subcompact iQ and the FR-S rear-wheel drive sports car. The Scion 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. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.
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