When Scion was launched in 2003, the intent was for it to be THE automotive brand for the 18-22 year old. In a crowded marketplace of entry-level cars targeted to the youth market, Scion looks to it’s accessories and the customization factor they present to not only help sell cars, but to engage this highly erratic consumer that has become all about personalization. For the third year in a row Blue C has been selected to develop a highly impactful creative campaign promoting Scion accessories, which includes an Accessories Sales Guide, model specific consumer brochures and other dealership marketing communications. Each year's creative challenge is new, moving from 2007's Tattoo theme to this year's "upscale urban" theme. The dealer pieces were designed to make Scion accessories easier to sell and the consumer pieces, to get consumers excited about customizing their Scion.