Creativity

Scion: Want 2 B Square

Rather than resort to outside-the-box thinking, creative agency Attik decided to embrace all things four-cornered in developing the multi-platform pre-launch campaign for Toyota's new 2008 Scion xB. In fact, the vehicle's distinctive

Published on Mar 07, 2007

Editor's Pick

Rather than resort to outside-the-box thinking, creative agency Attik decided to embrace all things four-cornered in developing the multi-platform pre-launch campaign for Toyota's new 2008 Scion xB. In fact, the vehicle's distinctive boxiness inspired the agency to create an entire square-shaped universe at Want2BSquare.com, with each of the six flat surfaces of the virtual planet teeming with bizarre characters, strange landscapes and quirky content to explore. "Designing the universe around squares was a necessity, as the heart of this campaign is a celebration of the xB's boxy shape," says group creative director Simon Needham. "The worlds emerged as a reflection of the different aspects of the Scion brand, involving customization, culture and entertainment. As the designs and major concepts behind each of the worlds took shape, we were able to flesh out the creative to play up each one's most engaging and sexiest attributes."

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About

Credits

Date
Mar 07, 2007
Group Creative Director:
Simon Needham
Creative Director:
Wayne Hanson
VP Interactive Media:
Justin Smith
Design Director:
Chris Ro
Senior Interactive Producer:
Tai Kuo
Agency:
ATTIK
Client:
Scion

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