Stayhards is an online clothing store for men. Their target audience are not fashion slaves, they are ordinary guys who love style. It’s a big difference. Stayhard knows what it feels like to really love a garment. A pair of pants for instance is not just a fashion item, but an expression of one's individuality and personal style.

Stayhard have very loyal customers. But they have also got a company name that is often associated with some kind of potency enhancing drug – which was identified as one setback factor for continued growth. We came up with an idea to get around the problem and avoid an expensive rebranding process. If they invested their media budget on a large scale commercial campaign, we promised them to create something completely different from the generic and often soulless communication which unfortunately is very common in the fashion industry. So they did.

Out strategy was disrupt and confuse. “The Quest for Style” was launched on tv, cinema and online in series of films with a quirky trailer feel. The purpose was to tribute to the already loyal customers, as well as a way of creating new connotations to the brand among potential customers.