The Little Deviants
The new Scion xD was considered the little badass of the Scion family. We created a group of unique looking Little Deviants with xD emoticon faces who would attack conformity by taking down the boring Sheeple who follow the fold.
We developed wild postings, print, outdoor, broadcast and other unconventional media pieces including a comic book and pop-up magazine insert that drove to littledeviant.com, a rich gaming microsite that allowed users to destroy the dull Sheeple. The site was an FWA site of the day, won a Webby and was shortlisted at Cannes.