And instead of a product brochure, Toyota is distributing a slick magazine called Scion, Sight, Sound, Motion, filled with more information about art, music and fashion than about the car.
This is one that reacquaints the brand with the business strategy, elevates the CMO and marketing team to the level of business strategist, and reconnects sight, sound and motion but in a digital context, and creates differentiation beyond the campaign.
If you've ever climbed into a cold metal car and felt the wheels ka-chunk into motion, that feeling, all those feelings the motion and sound and sight of the countryside appearing and disappearing frame by frame they'll haunt you.