With the creative approach ambitiously calling for hundreds of Scion owners to unite for a massive photo and film shoot, the monumental cross-media marketing campaign will evolve the brand's positioning and showcase its success in new ways.
"Our objective with this campaign is to celebrate the strong community of owners who have embraced the Scion brand," said ATTIK co-founder and creative director Simon Needham. "The diversity of Scions we had at the shoot was incredible, allowing us to create a phenomenal brand spot and many other campaign elements using owners' Scions. It was an amazing experience."
For several days in May, hundreds of Scion owners and their guests gathered in the Nevada desert for the "Scion United" owner event. While owners shared camaraderie, fun and entertainment, more than 300 of their stock and "from mild to wild" modified xAs, xBs, tCs and xDs appeared in Scion's photo and film shoots.
Images from the event - which looks more like a giant desert rave than anything else - inside.