Brand engineering agency ATTIK with the production expertise of Shilo launched this campaign to promote the new 5 door xD Scion.

“Everything in this campaign conveys the message that the character of the xD is a little bad-ass. We use a contemporary animation style, and some very unique elements, to spin a narrative in a way that we feel is bound to entertain our target audience and bring smiles to their faces – driving interest in this model and gaining even more brand recognition for Scion.”
–creative director Simon Needham.

The campaign includes an interactive website, www.littledeviant.com where Visitors are invited to play along in an interactive adventure to help the deviants take back the city from the Sheeple’s boredom and conformity.
“Scion is launching a new car in the compact car segment, where the majority of the small cars that are out there are marketed in terms of them being fun, cheeky, cute and that sort of stuff,” Needham explained. “In typical Scion form, we tend to go against the grain and be more irreverent; we don't mind being bad. The whole thing is just about establishing the car as a little deviant, and we want to bring out the deviant or naughty side of our audience.”