Toyota’s youth brand Scion has launched a new cross-platform marketing campaign, “Reinvent The Wheels,” a six episode web-exclusive video series.

It says the series is designed to give up-and-coming artists a chance to showcase their innovative ideas and build a car that will further their creative craft while ‘pushing the boundaries of self-expression’.

Each finalist will be paired with a world-renowned car tuner shop, and the team will be given a budget to bring the artist’s vision to a reality. Surprise challenges give the contestants the opportunity to win additional time to put towards customising their car. Expert judges will select the winner by determining which car has truly reinvented the wheels.

“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.”

The cast features contestants selected for their passion, determination and innovative car designs. The series is hosted by charismatic comedian Angie Greenup, known for her work on E!, Fearnet and Spike TV.

Los Angeles tattoo artist ZULU will serve as mentor to the contestants whose mission is to inspire and push these up-and-coming artists to the edge. The judges are luminaries in their respective fields and will provide their professional wisdom to the competition. Finally, each contestant is paired with a team of professional builders to provide the design expertise and assistance necessary to win.

Agency partners executing the campaign include global creative agency, ATTIK, who will be promoting the show through a series of broadcast, print and interactive elements, and leading entertainment public relations firm Rogers & Cowan will promote the series via strategic media relations and social media elements.

The campaign is available through a mobile application, online on the Reinvent The Wheels site, through many social networking sites and an embeddable Facebook application. This multi-platform campaign also includes TV, print, billboard and interactive ads promoting the show.

“Reinvent the Wheels” premieres on March 29 at 9 p.m. EDT/ 6 p.m. PDT, exclusively online at