Hawkers Co. Bets on Andrés Velencoso to Launch Amen in Spain
Hawkers Co. launched Amen, a short-form film campaign, in Spain in December 2014, positioning the brand as a next generation sunglasses company through a cinematic brand film featuring model and actor Andrés Velencoso, a 20% promotional discount, and the rallying hashtag #JoinTheRevolution.
The campaign arrived at a pivotal moment in Hawkers Co.'s early trajectory. The brand had launched in late 2013, transitioning from distributing Knockaround sunglasses in Spain to building its own eyewear identity, according to En Wikipedia. By the end of 2014, the company had generated more than €15 million in revenue, as reported by keepers.es, signalling that the Spanish market was responding to its disruptive, digital-first approach. Amen was designed to crystallise that momentum into a single, shareable brand statement. Created by Madrid agency Ontwice and produced by Pugil Films and Lekanto, the campaign comprised a single film asset distributed through digital channels. Its call to action — "Get Them Here!" paired with the discount offer — anchored aspiration in immediate commercial intent. The Clapboard Score for Amen is 63 out of 100, reflecting a campaign that balances strong creative identity with a direct promotional mechanic. In the personal accessories and fashion apparel space, where brand perception drives purchase consideration, Amen represented Hawkers Co.'s clearest statement yet that it was competing not just on price but on cultural credibility.
Hawkers Co. built its early growth model on social media channels rather than traditional retail infrastructure. According to europeanbusinessreview.com, the brand's initial expansion centred on Facebook, Instagram, and performance-driven digital marketing, allowing it to reach consumers in Spain at a fraction of the cost of conventional advertising. Amen extended this logic into film, using a single high-production asset to communicate aspirational lifestyle values while retaining the directness of a performance campaign through its embedded promotional offer.
The strategic rationale behind casting Andrés Velencoso was deliberate. As a Spanish model and actor with international recognition, Velencoso gave Hawkers Co. the kind of cultural shorthand that emerging fashion and apparel brands typically access only after years of market presence. His involvement allowed Amen to signal premium positioning without abandoning the accessible price point that had distinguished Hawkers Co. in the Spanish market. The #JoinTheRevolution hashtag reinforced a community-oriented identity, inviting consumers to see sunglasses ownership as an act of collective participation rather than a simple purchase. The global sunglasses market was under significant pressure from established incumbents during this period. Luxottica reported more than €7.6 billion in 2014 revenue, according to en.wikipedia.org, illustrating the scale of the category's dominant players. Against this backdrop, Hawkers Co.'s decision to invest in a cinematic brand film in Spain — rather than simply competing on price discovery platforms — signalled a maturing understanding of how lifestyle apparel brands build durable consumer relationships.
Manuel Portillo directed Amen, bringing a fashion-film sensibility to what was, structurally, a promotional vehicle. The film features Andrés Velencoso in a scenario that projects confidence and effortless style, using the visual grammar of high-end fashion communication to frame Hawkers Co. sunglasses as objects of genuine desirability. On screen, Velencoso moves through environments that emphasise mood and character over product demonstration, with the eyewear integrated naturally rather than foregrounded as merchandise. The tone is deliberate and unhurried, closer to a fragrance campaign than a conventional accessories advertisement, and the closing call to action — "Get Them Here!" with the 20% discount and #JoinTheRevolution hashtag — arrives as a contrast that is partly the point: aspiration made attainable.
The creative team at Ontwice structured the campaign around this tension. Chief Creative Officer Adolfo González oversaw the project, with Art Directors Diego Campo and Miguel Molina shaping the visual language, and Copywriters Javier de la Vara and Leticia Gil responsible for the campaign's verbal identity. Production companies Pugil Films and Lekanto handled the physical execution, delivering a single polished film asset that could operate effectively in Spain's increasingly crowded digital video environment. The result is a piece of fashion apparel communication that uses restraint as a differentiator — a considered choice for a brand that, in December 2014, was still establishing the visual codes that would define Hawkers Co. as a lifestyle proposition rather than a discount sunglasses retailer.
Amen accumulated more than 232,000 digital film views, as reported by clapboard.com, a figure that — while not independently corroborated — represents a meaningful distribution result for a single-asset film campaign operating in the Spanish market in late 2014. No independent third-party performance data for the campaign is publicly available beyond this figure, and no verified attribution data connecting Amen directly to sales uplift has been documented in accessible sources.
What the structural evidence does confirm is that the campaign existed within a period of exceptional business momentum for Hawkers Co. Revenue grew from more than €15 million in 2014 to approximately €40 million in 2015, according to keepers.es — a trajectory that coincides with the brand's shift toward higher-production brand communication of which Amen was a part. By 2016, revenue had reached approximately €70 million, as reported by keepers.es, suggesting that the brand-building investments made during this period compounded effectively. Amen's combination of cinematic craft, a recognisable talent in Andrés Velencoso, a community hashtag, and a tangible promotional incentive reflects a campaign architecture designed to serve both immediate conversion and longer-term brand equity. In the competitive personal accessories market in Spain, where established global eyewear conglomerates held dominant positions, that dual function was not incidental — it was strategic.
Amen is a film campaign created for Hawkers Co. by Madrid agency Ontwice, published in Spain in December 2014. It featured model and actor Andrés Velencoso, positioned Hawkers Co. as a next generation sunglasses brand, and included a 20% promotional discount alongside the hashtag #JoinTheRevolution to drive direct consumer response.
Manuel Portillo directed the Amen film for Hawkers Co. The campaign was produced by Pugil Films and Lekanto, with creative oversight from Chief Creative Officer Adolfo González at Ontwice. Art Directors Diego Campo and Miguel Molina shaped the visual language of the campaign in Spain.
Andrés Velencoso, a Spanish model and actor with international recognition, appeared in the Amen film. His casting gave Hawkers Co. cultural credibility in the Spanish fashion and apparel market, allowing the brand to communicate premium lifestyle positioning while retaining its accessible price point in the personal accessories category.
The Amen campaign accumulated more than 232,000 digital film views, as reported by clapboard.com. This figure has not been independently corroborated by third-party sources, and no verified attribution data connecting the campaign directly to sales performance has been documented in publicly available records.
Hawkers Co. generated more than €15 million in revenue in 2014 and approximately €40 million in 2015, according to keepers.es. This growth period coincided with the brand's investment in higher-production lifestyle communication, of which the Amen campaign in Spain was a significant early example.
The Amen campaign used the hashtag #JoinTheRevolution as its community rallying call. Paired with a 20% discount offer and the call to action "Get Them Here!", the hashtag positioned Hawkers Co. sunglasses ownership as participation in a cultural movement rather than a straightforward personal accessories purchase.
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