Scion xD Launch
The Little Deviant.

The "Little Deviant" campaign for Scion's new xD conveys a chilling narrative to underscore the xD's non-conformist personality. Through a series of outdoor spectaculars, print ads and TV spots, the aggressive xD is personified through the "Little Deviant" monsters. They're scary, ugly and out to wreak havoc upon the "Sheeple" conformists plaguing the urban landscape.

The story brings audiences along for the ride in the campaign's website, where they can navigate through old-school style games, staging the Deviants against the Sheeple. The site received the FWA Site of the Day award in July 2007 and was short-listed at both the 2008 Webby Awards and the 2008 Cannes Lions International Advertising Festival. Launch Website.