Scion: Reinvent The Wheels - "How Far"

"This unique campaign from ATTIK allows us to showcase the compelling stories of three emerging artists as they transform a car with limited time and resources," says Jack Hollis, vice president, Scion. "This approach provides a level of engagement not seen before in traditional advertising. In addition, we're providing a new access point for the creative community to explore, get inspired and to stay connected with the brand."


"The primary goal of 'Reinvent The Wheels' is to further Scion's conversation with trendsetting, creative 18-24-year-olds," says Simon Needham, co-founder and executive creative director, ATTIK. "We're always looking for new ways to spread Scion's messages, and we know the target audience spends a great amount of time interacting online, sharing, socializing and watching. Developing an online reality show is a fresh approach to engaging and entertaining them, and also leverages social networking in igniting buzz."