Scion tC Slightly Tweaked

Though the 2008 Scion tC was only slightly altered from the previous model, the changes still made a big difference to the passionate tC audience. So we set out to demonstrate the idea that "a small change can make a big difference" across a range of media in a cheeky integrated campaign.

In print inserts, consumers were invited to "tweak something" to create a big stir in the world around them with synthetic pubic hairs, adhesive phony phone and computer keys and fake bathroom signage supplied in the ads.

Scion xD Release Series 1.0

Every year Scion releases a special limited edition of each of their vehicles. For the inaugural xD Release Series, they unleashed the "Hot Lava" xD. With only 2000 available, they suggested drivers "get it while it's hot".

For the guerilla execution, the incediary xD burned through a mobile billboard. Concerned onlookers warned the driver that his billboard was on fire. Meanwhile, street teams wearing flame retardant suits passed out Hot Lava branded headphones and iPod socks to hoards of amused people

Scion xB Tuner Ads

Consecutive right-hand pages

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