Four weeks ago, together with Scion, global creative agency ATTIK (www.attik.com) began reaching out to young, predominantly male drivers across the U.S. with numerous cross-media marketing initiatives aimed at driving online searches for “the machine,” and building intrigue around the 2011 Scion tC sports coupe. This past weekend, hundreds of thousands of movie-goers attending screenings of “Resident Evil: Afterlife” across the country were greeted with lenticular Scion tC posters in theater lobbies, as well as a thrilling “Take On the Machine” :60 3D cinema ad starring the 2011 Scion. As of today, new “Take On the Machine” ads are now appearing in U.S. print and online media outlets, new billboards are live in 24 U.S. cities, and a :30 version of the cinema ad will be debuting on high-profile television and cable outlets, including tonight’s NFL regular season premiere of “Monday Night Football” on ESPN. With these developments, and a few others yet to come, the “Take On the Machine” campaign is now in full swing.nnATTIK’s co-founder and executive creative director Simon Needham has worked very closely with Scion’s marketing executives, as well as ATTIK’s creative director Ron Lim and other members of the agency’s team, to conceive the multi-staged strategy, and to bring each deliverable to life through some of the most accomplished creative companies in the world. Needham personally directed the cinema/broadcast spots, working with design and production company Imaginary Forces and animation, digital effects, and design company SWAY Studio, among others. Design credits for the campaign’s original Augmented Reality game, which went live on the campaign website www.TakeOntheMachine.com two weeks ago, go to North Kingdom, with 3D graphics courtesy of Filterfilm, sound design by Audio Alliance, and backend programming by Dataduktus. Face the Music created the campaign’s original music, and the website has been developed by LA-based …and company in conjunction with Scion, featuring hosted assets created by ATTIK.nnnn”In essence, our campaign presents ‘the machine’ as a menacing city, and it invites fans to get behind the wheel of a 2011 Scion tC to take it on,” Needham explained. “Taking cues from Hollywood’s playbook, we began with teaser elements, including promotions across virtually every form of media. With our cinematic ad in theaters and on TV, and with the cross-media ads now inviting fans to visit our campaign website to ‘Take On the Machine,’ we feel we’ve introduced the new tC with the platform it rightly deserves.”nn”At Scion, we feel that the aggressive features of this next-generation tC are very exciting, and we know that a lot of young owners will be equally impressed,” said Jack Hollis, vice president of Scion. “Since the all-new 2011 tC offers drivers more power and better handling than the previous model, as well as more aggressive styling and standard premium features, we feel the celebrity treatment is very well deserved.”nnnnAlong with Simon Needham and Ron Lim, ATTIK’s project team also includes interactive creative director Jacob Ford, senior writer Mike Brenner, senior art director Greg Coffin, interactive art director Jeff Fang, designer Gabe Nguyen, senior broadcast producer Patty Lum, senior print producer Melanie Magatelli, interactive producer Maribel Arellano, account director Katherine Stout, senior account manager Michelle O’Hea and account manager Jennifer Lucero. Complete credits for “Take On the Machine” are available upon request.nnAbout ATTIKnATTIK (www.attik.com) is a global creative agency focused on developing integrated advertising, digital and branded experiences. Specifically, the agency’s expertise in strategic planning, design, advertising, production, client service and research has driven extraordinary success across most consumer product and service categories. Articulating corporate brand strategy and designing creative solutions for advertising, below-the-line and online media, ATTIK ensures target audiences are vitally connected to client brands. For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.nnAbout ScionnScion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion’s mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle and the tC sports coupe. Scion launches the all-new, premium micro-subcompact iQ in early 2011. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.
Roger Darnell DWA for ATTIK +1.828.264.8898 Contact Roger via email
Contact:Craig Taguchi Scion Public Relations +1.310.468.3282 Contact Craig via email
Association of Music Producers Announces Call For Entry For AMP Awards For Music & Sound
The Association of Music Producers has issued its Call for Entries for the 2025 AMP Awards for Music & Sound, the ad industry’s only non-profit, juried competition for music and sound for brands. The deadline for submitting entries is March 7, 2025. AMP members who enter before the early bird deadline of January 31, 2025, will qualify for a 30% discount on all entries. To be eligible for the competition, work must have first aired or been released between February 11, 2024, and February 9, 2025. For full details on entry fees, category descriptions, and rules, visit the AMP Awards entry portal here. The AMP Awards features 12 categories covering everything from original music and sound design to best use of licensed, pre-existing recordings, outstanding adaptations/arrangements, outstanding mix, and best artist and brand collaborations. The competition is open to work commissioned by a client for release via streaming or linear TV, digital, mobile, experiential, or other media able to deliver the moving image. Winners will be presented at a gala awards ceremony, including live performances from top artists, scheduled for May 21, 2025, at Sony Hall in New York City. Entries may be submitted by music production companies, audio post houses, composers, music supervisors, ad agencies, brands, record labels, sync companies, artists and artist managers, music publishers, design and branding studios, motion picture studios,... Read More