Adweek (Enlarge photo)

26/07/2008 09:02. "United by Individuality," the new tagline created by Attik for a major integrated campaign for the Toyota Scion, has at its core an oxymoron and puzzle. Indeed, if the big thing now is for top brands to market "personalization" and "individuality" (as Coke, Nike, and Starbucks are doing, to name a few) how individual can any of these mass maneuvers really be?

Well, in the case of the Scion, a vehicle boasting an ugly boxy base that only an owner could love, the possibilities are apparently endless. In May, for an event that sounds like Burning Man meets Pimp My Ride , hundreds of Scion owners and their guests gathered in the Nevada desert for a "Scion United" happening.

More than 300 individualized cars -- "from mild to wild" modified xAs, xBs, tCs and xDs -- were documented for photo... // Adweek