Automotive brand Scion has drawn considerable attention over the past several months by emphasizing its unique DNA as a small determined team dedicated to helping others follow their passions. Scion's global creative agency ATTIK continues to showcase the unique Scion Story with a new cross-media campaign entitled "Make Every Second Count," featuring real individuals using Scion vehicles to pursue their passions.
For the breaking campaign, ATTIK collaborated with acclaimed documentary filmmaker Doug Pray to create a series of short documentary films showing how Scion fits into the lives of five young entrepreneurs, and how much their cars help them. These short films are being released online on www.scion.com and the brand's social media channels, and three :30 spots debut today on targeted broadcast and online media outlets. The campaign's print ads will begin appearing in March.
Reflecting the "Make Every Second Count" theme, the campaign's broadcast spots are built from one-second video segments of each participant's story, passion and Scion experience. The documentary subjects are music promoter, talent buyer and manager Travis Hayes Busse, bicycling activist and retailer Daniel Farahirad, filmmaker, entrepreneur and web personality Levi Maestro, food truck founder and owner Lisa Nativo and chef, author and activist Bryant Terry.
"The unique part of this campaign is that we wanted these individuals to shoot the footage for us," said ATTIK co-founder and executive creative director Simon Needham. "We gave each of them a camera and mounted cameras in their cars to capture their everyday lives. We were putting the project into their hands, so casting was really a huge component of this campaign."
"Working with Doug Pray, we were really able to help craft these stories from the self-shot footage to convey their passions," added ATTIK creative director Ron Lim. "It all allowed us to grow the Scion Story in a way that is authentic and interesting for our audience. In the end, the integrated campaign focuses-in on these talented individuals and the functionality of each Scion in organic ways."
"This project strongly resonates with my past work, my love for editing, and my own ten-year-long relationship with Scion," Pray said. "I've always been impressed by the magnitude of Scion's support for the creative subcultures I've documented. It seems to have real meaning to those artists, and I know it has meant a lot to me as an independent filmmaker."
Scion vice president Doug Murtha explained how this newest facet extends Scion's brand campaign that kicked-off last year. "We began telling the story of Scion's history and core beliefs; now we've given the stage to individuals who embody that same passionate spirit in the ‘Make Every Second Count' campaign. By showing how Scion fits into real lives and real goals, we shine a spotlight on the brand's unique approach to empower its customers."
Along with Ron Lim, campaign credits go to ATTIK's executive creative director Simon Needham, interactive creative director Jacob Ford, senior copywriter Mike Brenner, senior art director Greg Coffin, senior art director David Ziganay, account director Michelle O'Hea, director of broadcast Patty Lum, senior account manager Sacha Zivanovic and planning director Tonia Lowe, among many others. Complete credits for the campaign documentaries and broadcast spots are available upon request.
Experience the "Make Every Second Count" campaign now at www.scion.com.