Global creative agency ATTIK and Scion revealed their new Brand Manifesto integrated campaign, intended to inspire new youthful and creative trendleaders with its bold and edgy elements. The campaign debuts fresh creative elements in TV, print, and out-of-home media and launches new online initiatives today. Additional TV and print executions also will continue to roll out over the weeks to come.
"With this new Brand Manifesto campaign, we set out to re-introduce Scion to young, urban consumers by reinforcing the company's unique position as an authentic brand that is all about creativity and individuality," said ATTIK's co-founder and creative director Simon Needham.
Working with Scion, Needham and his colleagues created numerous manifestos that appear in model-specific campaign assets, each featuring its own font, style treatment and set of manifestos reflecting the vehicle's unique personality.
xD: the aggressive and edgy subcompact five-door: "Create a following by never following" and "Stand with us by standing out"
xB: the urban utility vehicle with an iconic shape: "Be an icon, not an imitation" and "Be the original, not the copy"
tC: the exciting sports coupe: "Tear it up, don't rip it off" and "Always zag when others zig"
With "Become one of us by becoming none of us" serving as a recurring manifesto for all of the Scion models, the campaign encourages individuals to be true to themselves by being original and never following.
The campaign's first :30 broadcast spot, entitled "xD Explosion," began broadcast and cable rotation on July 4 to synchronize with xD-themed print ads appearing in the July issues of several targeted monthly publications. The campaign's out-of-home billboards for all three models also went live in key cities across the country on July 1, and new broadcast and print elements for the xB will break in August, while those for the tC will debut in September.
"With this Brand Manifesto campaign, we are inviting even more trendleading, creative individuals to participate in the brand's unique philosophy of 'vehicle as self-expression,'" said Needham. "While our United by Individuality campaign celebrated Scion owners for their individuality, Brand Manifesto aims to attract even more creative trendleaders into the Scion family."
"The Scion brand has always inspired creativity and embraced individuality," said Jack Hollis, Scion vice president. "The daring manifestos will authentically reach out to a younger audience that is on the cutting edge of culture... challenging them to be original and unique - to be an individual."
Needham directed the edgy new xD "Explosion" spot, as well as the forthcoming tC "Streaks," in conjunction with Shilo, while he teamed with Imaginary Forces to direct xB "Splicer." All three spots are being finished by the artists at Method Studios, and feature custom scores from Face the Music. "Shilo really impressed us with their past work on 'Fable' and numerous other Scion creative, as did Imaginary Forces on the recent Samples campaign spots," Needham explained. "Method's finishing has added a lot of realism to the incredible CGI content created at these studios, and our friends at Face the Music are proven partners when it comes to creating phenomenal sound treatments to represent Scion and its models."