Scion: Were you born to mod?

In trying to win a job for Scion we developed an ad campaign for them. The title we chose was "Were you born to mod?"

Scion has one of the largest moding communities of any car manufacturer. There are websites, clubs and societies dedicated to the idea. The concept of the campain was to tap into that market. Many people that mod their cars have been moding things their entire life. We decided to play on the "born" part of the title and modify a toy truck. 

We went to the toy store to scope out our options. We landed on a Bruder dump truck that seemed perfect for the job. On arrival at the office, the truck was completely stripped and then spray painted. Black, with green highlights and red racing stripes. We even added a few flames on the sides and a No Fear sticker on the front windshield. 

We then ordered some battery operated blue christmas lights and attached them to the bottom of the truck to act as ground effects.

After using the truck for some serious rubble moving around the office, we shipped it off to be enjoyed by the good people of Scion.