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.

Scion owners please note: It's really neat that your car can be seen in these ads but do not link directly to the images. They will move. Link to the post: http://adland.tv/node/144682 to avoid link rot. Thanks!

See also; Scions owners unite with ATTIK to create "United By Individuality" brand campaign. which has images from the desert party.

Customized billboards and print for the Scion UNITED BY INDIVIDUALITY campaign.

Commercials: 

AskACopwriter has found some interesting businesscards lying around Grand Central station New York - front and back posted here - yep, it's Sterling Cooper cards. Mad Men season two is coming and I'm beginning to get seriously annoyed with the hype JUST START AIRING THE DAMN SHOW ALREADY! Aaargh!
You can also download and print cards from the Sterlingcooperadagency.com site, as if anyone would want to waste their time with that when you can't enter your own name and title. I want to be "Åsk Wäppling Chief Muse" please.


Host, Sydney Australia says:

This campaign was created to promote IKEA’s refresh and redecorate range, which helps people achieve the look they want for their home with simple, quick, affordable changes. The objective for the campaign was to demonstrate that is it easy and affordable to make your home feel fresh and rejuvenated. We wanted to inspire them with what is possible. Putting this through the filter of demonstrating that IKEA understands real life at home the campaign proposition developed was – Change a lot for a little. The creative idea was Small Change, Big Difference. The idea that you don’t have to do or spend a lot to make a big difference to the way your home looks and feels.
This idea was manifested in an integrated campaign.
• EXPERIENCE THE DIFFERENCE: a live installation in Sydney, Perth and Brisbane that changed daily to show how new cushions, lighting, blankets and rugs can completely transform a room, even when the furniture remained the same. The change was shown each day at the campaign microsite.
• WIN THE DIFFERENCE: A competition which could be entered via SMS or at the campaign site enabling people to win the makeover each day, with the entire room contents available at the end of each week in each state.
• DO IT YOURSELF: daily press ads and radio spots with tips to inspire people about how easy and affordable it is to make changes themselves

Commercials: 

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