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Scion Canada readies Powering Passion campaign

Automotive brand Scion Canada is preparing a new brand campaign called "Powering Passion." The initiative will make use of digital, print, television and cinema advertising beginning in the fourth quarter of 2014 and running through the first half of 2015. The creative will feature six real Canadian Scion owners describing their personal passions and the role their vehicles play in their lives.

"Scion is proud of the great passion our Canadian owners have for their cars," said Cyril Dimitris, director of Scion Canada. "It's very exciting to launch a campaign by featuring the energy and dynamism of our owners so authentically."

Scion is a division of Toyota.

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