Scion Magazine Campaign Gets Update


Last summer, ATTIK , Scion's creative agency, began releasing a series of gatefold print ads that use a three-stage approach. The first stage is "Inspiration," and shows something that might inspire Scion's audience to personalize their vehicle. Next comes "Realization," where a Scion model has been customized in a style matching the inspiration. The third stage is "Personalization," where a stock version of the Scion model is shown with available accessories for customization. A new ad in the series from ATTIK called Scion xB City of Dreams was inspired by 25- year-old fine artist Books IIII, whose work has been showcased in numerous gallery exhibitions, including the 2004/2005 and 2005/2006 INSTALLATION art tours sponsored by Scion.

Between now and June, the new ad will appear in lifestyle magazines aimed at young urban trend leaders, including Juxtapoz, Rides, Revolver, Theme Magazine and others.

by Steve Hall    Mar- 8-06   Click to Comment   
Topic: Campaigns, Good, Magazine   

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Just a quick clarification here. The spectacular artwork featured on the cover of this gatefold is indeed created by Books IIII, but the ad itself was created by ATTIK's team as part of their ongoing series. Books IIII's artwork called "City of Dreams" is the Inspiration for the Personalization shown here....

Posted by: Roger Darnell on March 8, 2006 12:40 PM

Call me a purist but something about "emerging art" and Scion just doesn't vibe. Plesae tell me these artists all recieved market rates for their work and weren't just promised PR and exposure.

Posted by: Bucky da ANIMAL on March 9, 2006 9:14 AM