Scion United
United by sheet metal.

In order to celebrate the originality associated with the Scion brand, we decided to put actual owner cars on display for the "United by Individuality" campaign. It all started with the "Scion United" event, which brought out more than 400 xBs, tCs, xDs and xAs to the Nevada desert. While we photographed and filmed the various customized vehicles, their owners kicked back to live music and entertainment. The assets gathered from the event were then used to create the campaign’s adverts, including magazine spreads, poster inserts and interactive components.

A 60-second cinema spot titled "Declaration" was filmed on location, showing several customized Scions gathering in the desert to celebrate their individuality. To complete the effort, we launched the "Scion United" microsite, a catalog of the campaign elements displayed in a colorful, interactive mosaic of pixels, where owners could view, download and share images, clips and other digital memorabilia from the event. The owner posts and blogs that followed are a testament to the campaign’s success. In August 2008, the Scion United site was honored as "Site of the Day" by Favourite Website Award. Launch Website.