Toyota launched it’s Scion line without any TV advertising. Instead they used billboards and cultural events, including concerts and art shows to connect with the younger generation, who were its target consumers. As part of that cultural initiative, they founded a record label, Scion A/V. CreativDesign Group asked us to help launch and produce a series of concerts featuring their own sponsored artists and special guests, which were live-streamed through scion.com, a groundbreaking service at that time.
Artists included: hip hop legends Biz Markee, Grand Master Flash, and Melle Mel; Los Angeles’ daKAH Hip Hop Orchestra, with DJ Jazzy Jeff and rapper GURU. Venues included the Conga Room in L.A., the House of Blues in Las Vegas and the South by Southwest Music Festival. The events were a huge success in connecting Scion with it’s audience, both live and online.
Gary J. Rivera - CEO / Executive Creative Director
James A. Kern - Chief Creative / Development