Scion's newest in a series of innovative brand campaigns is "United by Individuality," which will put individuals' modified Scions on a billboard, movie screen or even in a magazine spread.

Owners submitted pictures of their personalized tC, xA, xB or xD for evaluation. More than 300 cars were selected and photographed in the Nevada desert for the campaign. The select owners took part in activities including racing, tuning and music performances while Scion snapped photos of their custom vehicles.

"We think the United by Individuality campaign will engage our owners as well as show others what the brand is about. I can't wait for owners to be surprised when they see their cars in their favorite magazines, on a billboard or at the movies," said Jack Hollis, Scion vice president.

Scion also collaborated with Tokion magazine to make a personalized September cover for the subscribers and owners who went to the event. The covers will feature a Scion with the owner's name printed on it, and the inside will have a poster shot of all the cars used for the campaign.

United by Individuality launched in movie theatres on July 21. Expect to see many unique Scions in other ads, including TV commercials, by August 4.

via edmunds