The New York Times wants us to know how tapped into the culture Scion, and their agency, is.
Toyota will let Scion owners design their own personal “coat of arms” online. In making their personalized crests, Scion owners can choose from among hundreds of symbols, all designed by a professional graffiti artist. The symbols range from an eagle, a jester, a king’s crown and a worker’s fist to Japanese anime-style flowers, a three-person family and a yin-yang circle. Customers can download their designs and have them made into window decals or take them to an auto airbrushing shop to have them professionally painted onto their cars.
Scion Speak was created by StrawberryFrog, an advertising and marketing agency based in New York and Amsterdam that is known for its quirkiness and for representing new or hipster brands. The agency spent six months last year escorting a graffiti artist, Tristan Eaton, around New York, Los Angeles and other cities to talk to Scion owners about their lifestyles. Based on those conversations, Mr. Eaton designed the symbols.
“These guys love to personalize their cars, and we give them a tool to do that,” said Kevin McKeon, the executive creative director of StrawberryFrog in New York.
Tats, customization, social networking-inspired thinking, downloadable art…it’s all