HAMSTAR APPAREL by David&Goliath for Hamstar

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HAMSTAR APPAREL

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Industry Clothing
Media Design & Branding
Market United States
Agency David&Goliath
Associate Creative Director Rodrigo Butori, Ari Fidelis
Executive Creative Director Colin Jeffery
Copywriter Noah Phillips, Chelsea O'brien
Digital Creative Director Bill Roden
Released June 2010

Credits & Description

Category: Consumer Products
Advertiser: KIA
Product/Service: CLOTHING LINE
Agency: DAVIDANDGOLIATH
Date of First Appearance: Jun 21 2010
Entrant Company: DAVIDANDGOLIATH, El Segundo, USA
Entry URL: http://www.hamstarclothing.com
Chief Creative Officer: David Angelo (David&Goliath)
Executive Creative Director: Colin Jeffery (David&Goliath)
Associate Creative Director: Rodrigo Butori (David&Goliath)
Copywriter: Noah Phillips (David&Goliath)
Senior Designer: Eric Waetzig (David&Goliath)
Director of Print Services: Meredith Ball (David&Goliath)
Digital Creative Director: Bill Roden (David&Goliath)
Digital Director: Rick Schmitz (David&Goliath)
Copywriter: Chelsea O'Brien (David&Goliath)
Media placement: Clothing - Www.hamstarclothing.com - 21 June 2010 - Present

Describe the brief from the client
Create an urban clothing line as an extension of the Kia Soul ad campaign, aimed at fresh hipsters and the young-at-heart helping to shape the youthful brand image.

Describe the challenges and key objectives

We wanted to create a clothing line that added an experiential element to the Kia Soul campaign by allowing Soul enthusiasts to purchase the same gear worn by the crew of rapping hamsters in the TV spot, as well as other limited edition designs. The clothing brand needed a strong social media presence, so we created an active blog, Twitter account, and Facebook page. Our aim was to engage the consumer in a unique way that didn't focus solely on the vehicle.

Describe how you arrived at the final design
We wanted to infuse the clothing line with a certain level of sleekness without compromising its bold, urban flavour. The original eye catching graphics were created by talented artists who understood the model of successful street wear branding, and fashioned for people not afraid to stand out in a sea of vanilla.

Give some indication of how successful the outcome was in the market
Since the launch of Hamstar nine months ago, sales have been outstanding with over a thousand units sold with no brand-specific advertising. Hundreds of visitors hit the e-commerce site daily, with an average sale of $50. The Hamstar Facebook page has over 11,000 followers, including Soul Enthusiasts and Kia Dealerships across the nation, and the Twitter feed has approximately 80 followers, both of which are growing rapidly.