Last summer, ATTIK - Scion's creative agency of record -
began releasing a series of distinctive gatefold print ads that use a three-stage approach. They show inspiration first, then realization and last is personalization where a stock version of the Scion model is shown with available accessories for
In this ad, they asked 25-year-old artist Books III to do his Scions, he did and dubbed it the Scion xB City of Dreams.
Between now and June, the new ad will appear in targeted print magazines, lifestyle books aimed at young urban trendleaders, including Juxtapoz, Rides, Revolver, Theme Magazine, etc.