Scion tC A minormorphosis.

Though the 2008 tC was only "slightly tweaked" from the previous model, the changes still made a big difference to the passionate tC audience. We set out to demonstrate the idea that "a small change makes a big difference" across a range of media in this cheeky, integrated ad campaign. In a cinema spot and a spectacular billboard, enormous, less-than-subtle arrows called

out the car's tweaks, while print inserts invited consumers to "tweak something" in the world around them with adhesive phone and keyboard buttons, synthetic hairs and bathroom signs. Two 30-second spots, broken down into :15s, demonstrated the power of the slight tweaks with a series of quirky, live action vignettes.