Scion Release Series
Selling out, the good way.

Scion's Release Series models are special, limited editions that are "pre-tuned" with accessories from the factory and have unique features such as custom paint jobs, detailed interiors and numbered badges. Those in the know pre-order their models and the rest of them disappear within two months. Our campaign for the limited Scion tC Release Series 4.0 dubbed it as "Out of Reach." The multi-media effort consisted of interactive billboards featuring floating tCs that quickly moved away from pedestrians. For the Scion xB Release Series 5.0, with its Gold Rush Mica paint, we developed a campaign that treated the car as rare metal across a variety of media.

The campaign's highlight consisted of multiple armored trucks that were manned by street team members in armed guard uniforms who handed out gold beanies in gold bar-shaped packaging. Scion released its first ever xD Release Series as a bright orange “Hot Lava” xD. The car was so hot that it literally burned through any media where it was displayed. This was most spectacularly demonstrated by a smoking mobile billboard hosted by street teams wearing fire retardant suits.