Amen by Ontwice – Hawkers Co. | Clapboard Ad Archive

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Amen - Hawkers Co. | Clapboard Ad Archive

Hawkers Co. asserts its ambition to define next-generation eyewear with Amen, a 2014 campaign crafted by Ontwice that propels the brand to the center of Spain’s fashion and personal accessories sector through the magnetic presence of Andrés Velencoso. By positioning Velencoso at the campaign’s core, Amen capitalizes on what Clapboard’s taxonomy cites as FORMAT#8—Ongoing Characters or Celebrities, a technique that taps into celebrity culture to deliver immediate brand salience and deep lifestyle resonance. The film-driven execution eschews elaborate narratives and instead leans on Velencoso’s aspirational status, directly connecting edge, desirability, and trend-forward coolness to Hawkers Co. sunglasses within a digitally fluent audience. The English-language creative and focused global messaging, punctuated by the call to action Get Them Here! at a 20% discount and the rallying hashtag #JoinTheRevolution, are engineered to bridge both local market loyalty and international ambition, clarifying the brand’s vision as a challenger with global intent. The digital film accelerates engagement with over 232,000 views, demonstrating Hawkers Co.’s capacity to mobilize an audience through layered influencer leverage, active social prompting, and frictionless purchase facilitation. Ontwice’s work illustrates how the right celebrity alignment activates the peer group identity crucial to fast-moving fashion and lifestyle purchases, while the campaign’s branded ecosystem extends the transaction beyond product to community—delivering sunglasses as not just accessories, but emblems of participation in a wider generational movement. In an industry crowded with performative cool and fleeting icons, Amen stakes a claim on permanence by tethering brand memory to a recurring, relatable face whose persona fuses seamlessly with the Hawkers Co. promise of constant reinvention and accessibility. Clapboard rates this 63/100. For an era of relentless consumer choice, Amen signals that scale, relevance, and desirability in fashion accessories can be rapidly accelerated when brands think in terms of charismatic personalities as the foundation for ongoing cultural conversation.

Credits

Client

Hawkers Co.

Agency

Ontwice

Chief Creative Officer

Adolfo González

Art Director

Diego Campo, Miguel Molina

Copywriters

Javier de la Vara, Leticia Gil

Production House

Pugil Films

Director

Manuel Portillo

Producer

Luis Alonso

Category Mind Map

48%

The 'Amen' campaign by Hawkers Co., launched in Spain in late 2014, positions the brand as a disruptor in the personal accessories market, specifically within the fashion sunglasses segment. By aligning itself as the "Next Generation Sunglasses Company," Hawkers Co. communicates a promise of innovation, style, and accessibility—offering consumers fashionable eyewear at a perceived value, as highlighted by the 20% discount promotion. The campaign leverages the appeal of celebrity endorsement through Andrés Velencoso, a recognized figure in fashion and lifestyle, to elevate the brand’s aspirational qualities and credibility among trend-conscious consumers. Strategically, the campaign taps into a lifestyle genre that emphasizes identity and belonging, using the hashtag #JoinTheRevolution to foster a community-driven narrative. This approach aims to engage younger, style-savvy audiences who seek not only functional accessories but also a brand ethos that resonates with their desire for individuality and social currency. The creative strategy of combining a cinematic film medium with digital distribution on platforms like YouTube enables Hawkers Co. to reach a tech-literate, social media-active demographic efficiently. The relatively high number of views suggests successful initial engagement, although the modest likes and comments indicate a niche but targeted following. Overall, the campaign reflects a market insight that fashion consumers are increasingly influenced by lifestyle positioning and peer validation, leveraging celebrity culture and digital channels to convert style-conscious viewers into brand advocates.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign most closely aligns with the Ongoing Characters or Celebrities creative format. The clear emphasis in both the title (“‘AMEN’ Andrés Velencoso”) and YouTube metadata (“#JoinTheRevolution with Andres Velencoso”) signals the prominent use of an aspirational celebrity — Andrés Velencoso — to drive attention, brand association, and relevance within the fashion/lifestyle sphere. There is no explicit problem-solution narrative, symbolic representation, or story-driven arc with decisive product resolution. Instead, the campaign harnesses Velencoso’s image to elevate Hawkers Co. sunglasses, linking the brand’s “Next Generation” ethos to his influential persona. This device leverages celebrity status for instant recognition and desirability, a hallmark of Format #8. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Ray-Ban – Market Positioning Ray-Ban is a globally recognized premium eyewear brand known for its iconic styles like the Wayfarer and Aviator. It positions itself as timeless, high-quality, and authentic, merging classic designs with modern trends to appeal to a broad demographic seeking both fashion and durability in personal accessories. 2. Persol – Market Positioning Persol targets the luxury segment with handcrafted Italian eyewear emphasizing artisanal craftsmanship, heritage, and exclusivity. It differentiates itself through sophisticated design, high-end materials, and a focus on timeless elegance, appealing to discerning consumers who value tradition and refined aesthetics. 3. Oakley – Market Positioning Oakley is positioned as a performance-oriented eyewear brand specializing in sport and lifestyle sunglasses. It combines innovative technology and bold, futuristic design, targeting active consumers who prioritize durability, functionality, and cutting-edge features alongside style. 4. Carrera – Market Positioning Carrera blends sporty and fashion-forward eyewear, appealing to a youthful, energetic audience. Known for its roots in motorsport-inspired design, the brand balances innovation with retro flair, targeting consumers who want statement accessories that reflect an adventurous and dynamic lifestyle. 5. Meller – Market Positioning Meller is a contemporary eyewear and lifestyle brand focused on affordability, trendy designs, and sustainability. It appeals to younger, urban consumers who seek fashionable, accessible sunglasses and accessories that reflect modern values and a casual, laid-back lifestyle.

Q: What is Amen about? A: Amen is a professional campaign launched in Spain in 2014 for Hawkers Co., developed by the ad agency Ontwice. The campaign centers on a film asset featuring Andrés Velencoso, a prominent figure in fashion, to position Hawkers Co. as the next generation sunglasses company. Targeting the personal accessories and fashion market, Amen leverages digital distribution and influencer marketing to engage a style-conscious audience. The campaign’s message is amplified by a 20% discount offer and a strong call to action, aiming to build brand awareness and drive immediate purchase through a dynamic, community-driven approach. Q: What creative device does Amen use? A: Amen employs the Ongoing Characters or Celebrities creative format, as classified by Clapboard’s 12-format taxonomy. This approach uses the recurring presence of a well-known personality—in this case, Andrés Velencoso—to anchor brand recall and drive aspirational appeal. Rather than constructing a narrative arc or symbolic motif, the campaign leverages Velencoso’s celebrity status to instantly associate Hawkers Co. with trendsetting style and cultural relevance. This format is designed to create immediate recognition and desirability, aligning the brand’s identity with the influential persona of its chosen ambassador. Q: What is the campaign proposition for Amen? A: The strategic proposition behind Amen is to position Hawkers Co. as a disruptive force in the fashion sunglasses segment, promising innovation, style, and accessibility. By branding itself as the next generation sunglasses company and offering a 20% discount, Hawkers Co. appeals to younger, trend-driven consumers seeking both value and a sense of belonging. The campaign’s use of Andrés Velencoso as an aspirational figure, combined with the #JoinTheRevolution hashtag, fosters a community-centric narrative that resonates with audiences who value individuality and social currency in their personal accessories. Q: How does Amen rank in Clapboard's archive? A: Amen holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the personal accessories and fashion category. Q: Who are the competitors in Hawkers Co.'s category? A: In the personal accessories and fashion eyewear market, Hawkers Co. competes with several established brands. Ray-Ban is recognized globally for its timeless, high-quality eyewear that merges classic and contemporary styles. Persol targets the luxury segment with handcrafted Italian designs and an emphasis on heritage and exclusivity. Oakley appeals to performance-oriented consumers with innovative, sport-focused sunglasses. Carrera blends sporty aesthetics with fashion-forward design for a youthful, adventurous audience, while Meller offers affordable, trendy, and sustainable eyewear aimed at urban, style-conscious consumers.