Scion Doesn't Just Speak; It Speaks for You


In keeping with Scion's build-your-own identity, StrawberryFrog launched Scion Speak, where you can create a Scion crest.

The site was developed after the agency interviewed Scion lovers in urban areas like LA and New York. Graffiti artist Tristan Eaton, who designed the options for the coats of arms, called the campaign "one of the most rewarding art projects I've ever created.

"I love that what I've created can be pieced together, in thousands of variations to become something no longer mine, but yours," he added.

We can identify with Eaton. Scion's campaigns aren't just creative; they tirelessly conceive creativity without deviating from Scion's gritty brand feel or relinquishing too much control. And because of that, a car we considered to be ass-ugly is now strangely desirable.

by Angela Natividad    Mar-27-08   Click to Comment   
Topic: Brands, Campaigns, Good, Online   

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I love my 2006 xB. Never thought it looked ugly in the least.

This crest thing was a cool time waster. I fiddled with it for a while, but as I did I wondered how many non-owners would bother with it. The site is getting a lot attention though, so maybe it doesn't matter.

Posted by: pat smith on March 27, 2008 4:34 PM

Toyota's online Scion ads are similarly offbeat. I've archived a bunch of them in my blog's collection of online ads --

... possibly my 2 favorites of all --

Posted by: adverlicious on March 28, 2008 2:51 PM

Do you morons bother to check the links you send us other poor morons to? The CLM BBDO stuff was the worst suck-you-into-advertising-and-subscriptions crap that we all aspire to avoid. Come on, come on, you're better than this.

Posted by: Ken Alfrey on March 28, 2008 10:49 PM