Scion: Peel Off

On August 15, Scion is introducing its xD model with unusual street art billboards, one in New York and two in L.A. The West Coast boards, one of which leads this showcase, feature the art of Kenton Parker, while a board in Brooklyn is the work of Ha

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On August 15, Scion is introducing its xD model with unusual street art billboards, one in New York and two in L.A. The West Coast boards, one of which leads this showcase, feature the art of Kenton Parker, while a board in Brooklyn is the work of Harif Guzman, aka Haculla. But no ordinary street art pieces are these; produced by New York marketing/promotions agency Malbon Bros. Farms, they're interactive eye-level installations with a collectible feature. The art is applied in 24 peel-off pieces, under which lies the new xD advertising. Hence, as the street art is removed, presumably in a supervised fashion, the actual ad (a secret till the stripping), created by San Francisco's Attik, is revealed. "This campaign presents a unique opportunity for us to venture into a new form of advertising, while giving a limited number of lucky passersby a chance to bring home a piece of original artwork," Lisa Materazzo, Scion national marketing and communications manager, said in a statement.
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About

Credits
Date
Aug 10, 2007
Client:
Scion
Agency:
Attik San Francisco
Group Creative Director:
Simon Needham
Creative Director:
Wayne Hanson
Art Director:
Greg Coffin
Copywriter:
Mike Brenner
Artist:
Kenton Parker
Artist:
Harif Guzman
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