Scion 2004-2007
The Best Of.

In 2004, we partnered with Toyota to introduce the Scion brand to the world. The Scion brand broke all the rules of car design and marketing. The work grabbed the attention of young, urban trendsetters, resulting in the first successful launch of a new car brand specifically aimed at the youth market. To reach Scion’s inherently skeptical target audience, we positioned the Scion brand with sophisticated imagery, innovative graphic elements, irreverent messaging and non-traditional media that focused on self-expression, individuality and creativity.

The introductory "Scion By" campaign featured a series of ads, each one an interpretation of a Scion by a creative person from different disciplines. Subsequent campaigns riffed on the long-standing tagline "What Moves You" with a series of unique spots and print gatefolds showing that inspiration can come from everywhere, a set of print ads that delved into the psychology behind our likes and dislikes, and an aggressive alternative media campaign highlighting the idea that no two people or cars are alike.