• by Karl Greenberg , October 29, 2012

Toyota's Scion division is extending its "What Moves You" campaign with an effort that offers a leg up to artists, musicians and young creatives with a unique business proposition. Called "Motivate," the platform dangles the chance to win a personal business mentor, $10,000 and a Scion vehicle to promote career success. 

Applicants between the ages of 18 and 35 can submit written responses and a 60-second video describing career passions and the resources needed to achieve their goals. The applications are accepted beginning today at www.scion.com/motivate until Jan. 31, or until 5,000 applications have been received.

The company will select 50 semifinalists to attend a three-day business-improvement workshop with industry leaders. They can revise and incorporate those lessons into their entries before 10 winners are selected at the event's close. Runners-up each will be given a $1,000 grant.

Ron Lim, creative director at Attik, Scion’s AOR and the agency that put the effort together, says the agency developed the campaign because Scion wasn't getting credit for the years it has spent giving musicians and artists platforms. "Part of the campaign comes from research we did that found nobody knew about what Scion has been doing," he says. "And we knew [Scion] was bothered by it." He adds that the idea aligned well with the new "What Moves You" campaign. 

By Scion’s estimates, in the decade since the Toyota unit’s genesis, the company has supported something like 1,700 artists through galleries, music events and other efforts. 

The "Motivate" ad started airing three week ago, and a second spot calling for entries began last week. Lim says there are also targeted print elements in entrepreneur and business magazines.

He says economic indicators led to the focus on creative entrepreneurs. "Our research showed that since the economy is not great, young people are making their own jobs instead of looking for jobs," he says. 

"These are people who have an idea and are going through places like Kickstarter and Indiegogo, and trying to get funding for personal projects that way." He adds that the program won't be a one-off, but a sustained platform. "It's not a one-weekend thing with mentors giving advice, but ongoing help. We will continue the program."