Kia Design & Branding HAMSTAR APPAREL by David&Goliath

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Industry Cars
Media Design & Branding
Market United States
Agency David&Goliath
Executive Creative Director Colin Jeffery
Art Director Basil Douglas Cowieson
Copywriter Greg Buri
Designer Eric Waetzig
Released September 2011

Credits & Description

Category: Promotional Item Design
Product/Service: KIA SOUL
Chief Creative Officer: David Angelo (David&Goliath)
Executive Creative Director: Colin Jeffery (David&Goliath)
Designer: Eric Waetzig (David&Goliath)
Art Director: Basil Douglas Cowieson (David&Goliath)
Copywriter: Greg Buri (David&Goliath)
Prdouction Manager: Meredith Ball (David&Goliath)
Media placement: White Hoodie - - 28-8-11/present
Media placement: Purple Hoodie - - 28-8-11/present
Media placement: White Mens Fluoro Tee - - 28-8-11/present
Media placement: White Womens Fluor Tee - - 28-8-11/present
Media placement: White Mens Fluoro Tank - - 28-8-11/present
Media placement: White Womens Fluoro Tank - - 28-8-11/present
Media placement: Womens PInk Tee - - 28-8-11/present
Media placement: VInyl Toys - - 28-8-11/present
Media placement: Mens Black With Hex Orange - - 28-8-11/present
Media placement: Fluoro Green Trucker Hat - V - 28-8-11/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 it's bold, urban flavour. The original eye-catching graphics were created by talented artists who understood the model of successful street wear branding. 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 third installment of Kia Motor’s Hamster commercials, Hamstar Clothing has continued to be a success without the support of any brand-specific advertising. Instead, we strategically placed the clothing in our ads. In the 6 months following our latest commercial, hundreds of visitors hit the e-commerce site daily with the average sale being approximately $50. The Hamstar Facebook page increased to 12,000 followers, including Soul Enthusiasts and Kia Dealerships across the nation, and the Twitter feed has also continued to grow rapidly.