Contacts:
Roger Darnell
DWA for ATTIK
1.828.264.8898

Craig Taguchi
Scion Public Relations
1.310.468.3282

For Immediate Release

Scion xB City of Dreams Gatefold

Front  of  Scion xB City of Dreams Gatefold (Image courtesy of ATTIK) Click on thumbnail for larger 72dpi image or Click HERE for 300dpi version. Inside  of  Scion xB City of Dreams Gatefold (Image courtesy of ATTIK) Click on thumbnail for larger 72dpi image or Click HERE for 300dpi version. Back  of  Scion xB City of Dreams Gatefold (Image courtesy of ATTIK) Click on thumbnail for larger 72dpi image or Click HERE for 300dpi version.

Challenge:
Continue the campaign's theme of personalization in creating advertising elements that continually surprise the campaign's target audience of male, urban trendleaders in updating them on the latest features of Scion's xA, xB and tC models.

Process:
In the summer of 2005, ATTIK - Scion's creative agency of record - began delivering a series of distinctive gatefold print ads that use a three-stage approach.  The first stage is "Inspiration," and shows something that might inspire members of Scion's audience to personalize their vehicle. 
Next comes "Realization," where a Scion model has been customized in a style matching the inspiration.  The third stage is "Personalization," where a stock version of the Scion model is shown with available accessories for customization.  The inspiration in a brand new print ad dubbed the Scion xB City of Dreams Gatefold comes from 25-year-old fine artist Books IIII, whose work has been showcased in numerous gallery exhibitions, including the revolutionary 2004/2005 and 2005/2006 INSTALLATION art tours sponsored by Scion.  "These ads are essentially a before and after - here's what someone saw, and here's what they did to their car as a result," explains ATTIK's group creative director Simon Needham.  "We know people are inspired by different things, and seeing this artist's work applied to an xB creates a powerful example of how Scions serve as symbols of personal expression."

Result:
Between February and June of 2006, the new Scion xB City of Dreams Gatefold will appear in targeted print magazines with combined circulations exceeding 2.25 million.  "The Scion marque is one that was created based on a single proposition, that of personalization," adds Andrea Lim, Scion's Advertising/Media Manager.  "Many of the artists that embraced Scion early on contributed immensely to the credibility of Scion's image, and together with ATTIK, we will continue to showcase phenomenal artistry whenever possible, with the goal of creating deeper relationships within the Scion community."

Project Credits:
Client:  Scion
National Marketing Communication Manager:  Deborah Senior
Advertising and Media Manager:  Andrea Lim

Agency:  ATTIK
Group Creative Director:  Simon Needham
Creative Director:  Wayne Hanson

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.