Kia Soul
Hamsters
“One of the 20 most viewed commercials of all-time.”
- Adweek
If there was anything gloomier than the recession in 2009, it was Kia’s reputation. One that the company was determined to change with the launch of a hip new boxy car designed for Millennials: the Kia Soul. Instead of competing with Toyota’s Scion Xb and their graffiti-laden campaign, we gave America “A New Way to Roll”. The boxy car was positioned as an escape from the proverbial hamster wheel. The hamsters, however, went beyond the metaphor and took on a life of their own. Over the next six years, the Hamsters featured in video games, hosted a YouTube dance contest, performed with the likes of Lady Gaga, and danced their way to the Madison Avenue Advertising Walk of Fame.
0-90%market share in six years
Nielsen's mosteffective automotive ad
two years in a row
two years in a row
Introducing a sleeker and more sophisticated soul
The VFX making of video Behind the scenes
One of the most successful youtube-based competitions, ever.
We created a six episode web series starring Moochie, the animatronic hamster.
We even designed some customized Souls
