Reinvent The Wheels TV Show

"Reinvent The Wheels" is a groundbreaking marketing initiative that cements Scion's marketing leadership position by presenting the authentic convergence of product and branding across a variety of media platforms for the ultimate entertainment experience. This campaign demonstrates Scion's marketing ingenuity and its commitment as a lifestyle brand in recognizing and supporting young talent.

"This unique campaign allows us to showcase the compelling stories of three emerging artists as they transform a car with limited time and resources.  This approach provides a level of engagement not seen before in traditional advertising," said Jack Hollis, vice president, Scion.  "In addition, we're providing a new access point for the creative community to explore, get inspired and to stay connected with the brand." 

 Each finalist was paired with a world-renowned car tuner shop, and the team was given a budget to bring the artist's vision to reality. Surprise challenges gave the contestants the opportunity to win additional time to put toward customizing their car. Expert judges selected the winner by determining which car had truly reinvented the wheels.