Roger Darnell
DWA for ATTIK
1.828.264.8898

Allison Takahashi
Scion Public Relations
310.468.5315

For Immediate Release

SAN FRANCISCO – (Oct. 23, 2003) – Global creative agency ATTIK (www.attik.com) today unveiled the latest print element in their ongoing campaign for Scion, the new car marque from Toyota Motor Sales, U.S.A., Inc.  Overseen by ATTIK's global creative director Simon Needham, the firm's "Outsert #3" project is the third magazine outsert piece in a series designed to capture a select group of creative individuals' interpretations of Scion.

"I'd like for people around the world to know that ATTIK's heart, soul and roots lay in the world of print and the nefarious underground that exists outside of mainstream culture," Needham began.  "As a result, we couldn't be more enthusiastic about applying that passionate legacy to our work for Scion.  As the campaign continues to play out, reaching across the U.S., we'll aspire to ignite consumers' love in every conceivable way for this brand and its success."

"Our goal with the outserts was to break through the clutter, emphasize our presence as the new alternative and provide maximum visibility of Scion and our products," explained Andrea Lim, Scion brand and advertising planner. 

Like its predecessors, Outsert #3 features extremely colorful and highly stylized artwork - in this case, from photographer John Romero ("Twins" and "Paparazzi") and ATTIK senior designer Stan Zienka ("Kaleidoscope").  "Creatively, the look and feel upholds Scion's personalization philosophy, the cornerstone of our brand," added Lim.  "The outserts are done with dramatic artistic detail, prominently highlighting our tag line of 'what moves you.'"

Scion Outsert #3 is just hitting newsstands now in the latest issues of some 25 magazines, including Vice, Blender, Filter, URB, XLR8R, The Source, Flaunt, SOMA, Tokion and a variety of niche and mainstream auto enthusiast monthlies. 

"I think the biggest challenge for the outsert campaign was producing up to six different creative pieces for each outsert," said David Murphy, ATTIK's senior print production manager, art buyer and senior account manager.  "Whereas for many entire campaigns for other clients, we'll often have maybe three different creative executions, for this campaign, we have twelve.  And even though each piece could stand on its own as an individual ad, they all work together within the poster format of each outsert."

In addition to Simon Needham, David Murphy and Stan Zienka, ATTIK's in-house team also included design director Julian Quayle and copywriter Michelle Lemire. 

ATTIK serves as agency of record for Scion, where their studied targeting of Generation Y and their intense non-traditional marketing initiatives are helping to dramatically roll-out the new vehicles in California and across the U.S.

About ATTIK
ATTIK (www.attik.com) is a global creative agency committed to designing extraordinary creative experiences that inspire consumers through compelling communications.  ATTIK's strategic planning, design, advertising, production, client service and young-adult research expertise have driven success across an array of consumer product and service categories.  ATTIK articulates corporate brand strategy, designs creative solutions for advertising, below-the-line and online media, ensuring target audiences are vitally connected to every facet of its clients' brands.  For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.

About Scion
Scion is the new car marque from Toyota Motor Sales, U.S.A., Inc.  Scion's mission is to satisfy trendsetting youthful buyers through distinctive products and an innovative, consumer-driven process.  Scion's first two vehicles, the xA and xB, like the brand, are aspirational, provocative and authentic and arrived in 105 California dealerships on June 9, 2003.  Scion will respond to an emerging culture of new car buyers with unique products, targeted marketing and a dedicated sales process.  For more information, visit www.scion.com.