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Scion: Bashing Beige

Among the many facets of the "urban trendsetter"-targeted brand campaign that Attik is waging on behalf of Toyota's Scion is this "Beat Up on Beige" outsert that's bundled with magazines like

Editor's Pick
Among the many facets of the "urban trendsetter"-targeted brand campaign that Attik is waging on behalf of Toyota's Scion is this "Beat Up on Beige" outsert that's bundled with magazines like URB, Juxtapoz and DUB. The outsert features tipped-in polyvinyl overlays atop straight beauty shots that depict various Scion models as they'd be customized by a rebel, an astronomer and a goth. A pair of sans overlay but nicely enhanced shots present the car as interpreted by a narcissist and a projectionist. The concept manages to combine equal measures of irony and eye candy, which we suspect is really all that matters anymore, at least among urban trendsetters. And we really like the fine-print proviso, disappointing though it may be: "Computerized images only " graphics not available."
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About

Credits
Date
Sep 02, 2004
Client:
Scion
Global Creative Director:
Simon Needham
Print Manager/Art Buyer:
David Murphy
Executive Producer:
Patrick McFarlane
Designer:
Stan Zienka
Designer:
Alex McCracken
Photographer:
Jeff Li
Design:
ATTIK
Agency:
ATTIK
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