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ATTIK's Scion Spots Score NY Festival World Medals
Global creative agency ATTIK today proudly announced that several of the spots from their ongoing cross-platform advertising campaign for Scion - the new line of vehicles from Toyota Motor Sales, U.S.A., Inc. for which ATTIK serves as creative agency of record - have been honored in the New York Festivals' 48th annual International TV, Cinema & Radio Advertising Awards.
At last night's black-tie awards presentation at New York City's historic Hudson Theater, hundreds of senior advertising executives and their clients from around the world watched as ATTIK's Scion campaign broadcast spots "Transformer" and "3D Artist" won the Gold World Medal for Best Computer Animation. Those two spots and a third ("Teleporter") also earned the Silver World Medal in the Best Special Effects category. The competition considered over 3,000 entries from nearly 60 countries.
All three spots were produced under the direction of ATTIK's global creative director and co-founder Simon Needham by Sydney-based visual effects, animation and design company Ambience and their director Rob Dupear. "Transformer" - which originally debuted as a cinema spot in top California markets - dramatically fictionalizes the evolution of Scion's first models, the Scion xA and xB, from robot form. The visual- effects intensive "Teleporter" is an artistic showcase of Scion's tC model from the perspective of a quantum physicist, and "3D Artist," in which the tC races to survive inside a futuristic 3D videogame, is tagged, "Scion tC by Stan, 3D Artist."
"We set out to create commercials that set themselves apart from typical automotive spots by showcasing the product in ways that appeal directly to our unique audience," Simon Needham said. "These honors are a tribute to a powerful creative vision, the extraordinarily sophisticated group at Toyota and Scion who have successfully focused that vision, and solid production efforts by many people around the world."
"In reinforcing our overall 'Scion by' campaign, these spots are not only unique in their executions, but also in showcasing the product without feeling too literal as automotive advertisements," added Dawn Ahmed, national marketing communications manager for Scion.
|3D Artist by Stan|
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, and in Dec., "3D Artist" also took the prize for Best Commercial Animation in the Australian Effects and Animation Festival Awards. Scion sold almost 100,000 units in 2004.
Amy Elkins serves as ATTIK's account director for Scion.
For Ambience, in addition to Rob Dupear, other team members included executive producers Mark Smale ("Transformer") and Peter Davies ("3D Artist" and "Teleporter"), creative directors Eddy Herringson (also co-editor, "Transformer"), Simon Morrison ("3D Artist") and Garry Jacques/David Park ("Teleporter"), post producers Rowan Matheson ("Transporter"), Mandy Fanning ("3D Artist") and Kara McCombe ("Teleporter"), designer Morten Rowley ("Transformer" and "3D Artist"), editors Damien Messingham ("Transformer") and David Clarke ("Teleporter" and "3D Artist"), VFX supervisor Marcus Bolton ("Teleporter") and lead 3D animator Dean Ervik ("Teleporter"). Human Music & Sound Design Initiative (Sydney and New York) handled each spot's post audio.
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 and produces for every medium. For more information, please visit www.attik.com or call Rachel Newell at 415-989-6401.
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