Global creative agency ATTIK (www.attik.com) and Scion are very proud to announce that the recently launched Augmented Reality (AR) game component of the Scion “Take On the Machine” campaign is being honored as today’s “Site of the Day” on the prestigious Favourite Website Awards (FWA) site, online at TheFWA.com. nnShowcasing projects which fuse cutting edge technology with inspirational ideas, FWA is the world’s most visited website award program, earning over a million visits per month (averaging 42,000 on weekdays) and over 100 million visits since its launch in 2000. The ATTIK/Scion partnership scored its very first FWA Site of the Day award in 2007, for the Scion xB “want2Bsquare” website. Other wins have followed for the Scion xD “Little Deviant” website (shortlisted at the 2008 Cannes Lions International Advertising Festival, this site was also an official Webby Awards Honoree) and for www.scion.com.scionunited.nn”With the Take On the Machine Augmented Reality game, our goal was to engage people with the bold and aggressive new Scion tC, and earning an FWA Award is a great measure of our success,” said Simon Needham, ATTIK’s co-founder and executive creative director. “We take this as yet another acknowledgment of the successful, ongoing collaborations with our clients at Scion. Now entering our ninth year of working together, we continue to push each other to new heights, as proven by this latest FWA recognition.”nn
nClick here to view “Take On the Machine” online.nnThe cross-media, multi-staged “Take On the Machine” campaign kicked-off this August, targeting young, predominantly male drivers across the U.S. with numerous innovative marketing initiatives promoting the all new 2011 Scion tC sports coupe. Needham worked very closely with Scion’s marketing executives, as well as ATTIK’s creative director Ron Lim, interactive creative director Jacob Ford, senior writer Mike Brenner, senior art director Greg Coffin, and other members of the agency’s team, to conceive the strategy, and to bring each deliverable to life. Needham personally directed the cinema/broadcast spots through Blueyed Pictures and Imaginary Forces. For the FWA Award-winning AR game online at www.TakeOntheMachine.com/AR, ATTIK enlisted North Kingdom for design, relying upon Filterfilm for 3D graphics and Dataduktus for backend programming.nn”When they conceived this campaign, Simon, Ron, Greg and Mike looked very closely at the concept of taking on the machine,” began Jacob Ford. “We then set out to create something that would make the tC more tangible. When the idea for an AR game came up, the priorities for us quickly became playability, visual quality, and story.nn"This project represents the direction ATTIK is now moving in," Ford continued, "where broad cooperation across disciplines is our primary focus. As a creative group, we first come up with the best idea, then we figure out how that’s applied in any given medium. From there, it’s all about working with our partners to find the best use of technology to involve the audience and connect with them."nnRon Lim provided more insights into the objectives for the AR game. "Although AR’s been done, it has never been done in this way and at this level of detail," he explained. "Instead of using the AR marker as an activation device, we really made it part of the experience. Using the marker as a steering wheel is unique, and the graphics are far beyond any other AR experiences. North Kingdom really came through for us in bringing our ideas to life."nnAlong with Simon Needham, Ron Lim, Jacob Ford, Mike Brenner and Greg Coffin, ATTIK’s team for this campaign also included 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. Campaign music is courtesy of Face the Music.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 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 Phone Contact Roger via email
Contact:Craig Taguchi Scion Public Relations +1.310.468.3282 Phone Contact Craig via email
Heard City & Midnight Snack Celebrate 7 Super Bowl LIX Campaigns
Midnight Snack & Heard City team up to provide Sound Design and Audio Post Production services to seven Super Bowl LIX campaigns for major brands including Bosch, Foundation to Combat Antisemitism, Google, Kroger, Squarespace, Tubi and Vanguard. โWorking on this year's Super Bowl campaigns was an incredible experience,โ shares Heard City & Midnight Snack President Philip Loeb. โOur collaborative approach at Midnight Snack allowed us to streamline the sound design process, delivering top-quality work for projects from start to finish. Not only were we able to accommodate our Super Bowl clients, but we also successfully completed projects for the Grammyโs, the NFL playoffs, and the upcoming Oscars. Managing Partner Gloria Pitagorsky adds, โIt was a true pleasure to work alongside some of the most creative minds in the industry to bring these campaigns to life.โ Bosch https://youtu.be/A57irr0c0nY Agency: Droga5 Production Company: Biscuit Director: Andreas Nilsson Editorial Company: Cut&Run Color Company: Sam Gilling at BaconX Sound Design & Audio Post: Midnight Snack & Heard City Managing Partner: Gloria Pitagorsky Executive Producer: Liana Rosenberg Senior Producers: B Muรฑoz, Nick Duvarney Producer: Dylan Stetson Lead Sound Designers/Mixers: Philip Loeb & Evan Mangiamele Additional Sound Design/Mix: Eric Warzecha, Seth Phillips Assistant Mixers: Oddy Litlabo, Zoltan Monori, Chenoa Tarin, Virginia Wright Foundation to Combat Antisemitism https://youtu.be/AOxm8LmH7Y4 Agency: VML Production: Radical Media Editorial: Final Cut Sound Design & Audio Post: Midnight Snack & Heard... Read More