In a sweetly dark and twisted effort, Scion has created an underworld for users to play in. Existing amidst the pages of a gnarly old pop-up book titled “Book of Deviants”, users get to be a “Deviant” whose goal is to take back the world which is populated by “sheeple”. The book flips through a series of chapters to reveal pop-up scenes, each with its own novel challenge.
Car companies seem to repeatedly enjoy creating campaigns based on the familiar theme of “being unique in a dull, mundane world.” We've seen this played out in many different ways over the years but this one captured my attention.
The execution is so fresh, all is forgiven.
So much fun!
Mike Brooks
Strategists & Planners