Attik's Scion campaign included this Tritan Trivision billboard in Dundas Square, Toronto's Eaton Center

A promotional campaign for Toyota has demonstrated the use of both digital and static signage in combination with other advertising media.

The Canadian launch of the Scion range, orchestrated by Attik with media handled by Dentsu Canada, was designed to make the vehicles appealing to young drivers. It included static billboards in Montreal, Toronto and Vancouver, plus digital boards showing the final ten seconds of the Scion cinema ad located in ‘hotspots’ and near Toyota dealerships.

Non-traditional approaches including ‘chalk art’ stencilling and projections were also used, in addition to newspaper and magazine adverts.

“Scion remains the only car brand that’s dedicated to customisation and personalisation, where each car offers a blank canvas to express and share creative ideas,” says Attik co-founder and executive creative director Simon Needham.

“We’re extremely proud to have the opportunity to help introduce the Scion brand and its line-up to the Canadian audience.”

Paul Harrison, Scion marketing manager for Toyota Canada, adds: “Working together with Attik, we’ve had a lot of fun building up the launch, and we’re looking forward to demonstrating all the ways in which Scion can enrich drivers’ lives.”