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ATTIK Features Real Scion Owners in New Docu-Style Spots(March 25, 2005)
Global creative agency ATTIK today detailed a new package of broadcast spots that recently debuted as part of their ongoing, award-winning cross-platform advertising campaign for Scion -- the newest line of vehicles from Toyota Motor Sales, U.S.A., Inc. for which ATTIK serves as creative agency of record.
ATTIK recently produced the new set of three :30 documentary-style spots for ongoing broadcast/theatrical use by each of Toyota Motor Sales' twelve U.S. regions. In the spots, directed by George Mays of Detour Productions, real Scion owners speak passionately about their own personalized Scions, delivering powerful fuel for expanding Scion's brand awareness and also reinforcing the key brand differentiator: customization.
According to Dawn Ahmed, Scion's national marketing communications manager, the spots are currently being aired in several markets across the country, and are also running in cinemas throughout the Los Angeles area. "Scion has become much more than just a new car marque: It is also now at the heart of a growing community of very passionate individuals who have embraced Scion's key values as part of their lifestyle," Ahmed explained. "These testimonials capture these genuine sentiments very effectively, and we're finding many creative ways to put them to use."
ATTIK's project team, which included global creative director Simon Needham, award-winning creative director Wayne Hanson, account director Amy Elkins, design director Stan Zienka, copywriter Ariel Lustig and agency producer Michele Morris, developed the concept for the spots and then worked with a key owners club in Southern California to recruit enthusiastic owners as talent for the campaign. Mays and his team then videotaped seven Scion owners along with their customized vehicles in interviews -- and gathered running footage -- over three days of shooting in Los Angeles.
"Together with everyone at Scion, we are very proud to have launched a brand that truly inspires the passions and the unique identities of hundreds of thousands of people every day," Needham said. "As the campaign continues, there's nothing we won't do to continue driving Scion's extraordinary success."
Scion's male, urban trendleader-targeted brand campaign swept across the U.S. last year, combining traditional and non-traditional approaches in promoting the Scion xA, xB and tC models. To-date, the campaign's print elements have earned the 2004 Premier Print Awards' Best of Automotive Category honors, its broadcast spots earned both the 2005 New York Festivals' Gold World Medal for Best Computer Animation and its Silver World Medal for Best Special Effects, and the animated spot "3D Artist" also took the prize for Best Commercial Animation in the Australian Effects and Animation Festival Awards. Scion sold 99,259 units in 2004.
In addition to George Mays, other team members for Venice, Calif.-based Detour include executive producer Josh Canova and director of photography David Wilson.
For Mad River Post in San Francisco, project credits include editor Inome Callahan, who also executed the end-tag, which was designed by ATTIK's Stan Zienka. The final conform was handled by online editor Simon Mowbray at San Francisco's Radium.
The spot's music was composed by ETI of BeatSync in Los Angeles, where Emily Griffin is executive producer. The final mix was handled by Eric Eckstein at San Francisco's One Union.
ATTIK is a global creative agency committed to designing extraordinary creative experiences that inspire consumers through compelling communications. ATTIK's strategic planning, design, advertising, production, client service and youth research expertise have driven success across an array of consumer product and service categories. ATTIK articulates corporate brand strategy, designs creative solutions for advertising, below-the-line and online media, ensuring target audiences are vitally connected to every facet of its clients' brands. For more information, please call Rachel Newell ([email protected]) at 415-989-6401 or Will Travis ([email protected]) at 212-334-6401.
Scion is the newest line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. 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 Scion brand features three ground-breaking models. The xA is a taut subcompact five-door, featuring an athletic stance with sculpted wheel arches. The xB, an urban utility vehicle with an iconic shape, combines remarkable interior space with aggressive style. And the tC sports coupe surprises the buyer with the convenience of a hatchback and the luxury of a standard all- glass panorama moonroof, complementing the usual wide array of features on all Scions. For more information, visit www.scion.com.
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