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Augmented Reality Game from Scion tC 'Take On the Machine' Campaign Earns ATTIK/Scion Partnership its Fourth FWA Award

Scion (PR Newswire) - 23 November 2010

Augmented Reality Game from Scion tC 'Take On the Machine' Campaign Earns ATTIK/Scion Partnership its Fourth FWA Award

SAN FRANCISCO ---- Global creative agency ATTIK ( ) 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  

Showcasing 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 .

"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."

The 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 , ATTIK enlisted North Kingdom for design, relying upon Filterfilm for 3D graphics and Dataduktus for backend programming.

"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.

"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."

Ron 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."

Along 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.


ATTIK ( ) 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.

About Scion

Scion, 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 .

[NOTE TO EDITORS: Please visit this link to view/download high-resolution artwork to accompany this story: ]

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Simon Needham

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Ric Peralta


CONTACT: Roger Darnell of DWA for ATTIK, +1-828-264-8898,; Craig Taguchi of Scion Public Relations, +1-310-468-3282,

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