THE CHALLENGE/OUR APPROACH StreetKa is the stylish, yet affordable roadster, from Ford. Following the initial launch of the car, the challenge was to continue making StreetKa an object of desire by exciting style leaders and engaging fashion conscious consumers. StreetKa sponsored Julien Macdonald’s Spring/Summer 2003 collection, and they jointly created a $1,000,000, diamond encrusted StreetKa in the colours and fabric of the collection, to illustrate the partnership. piranhaKid’s media strategy focused on pre-show interviews to capture anticipation and uninitiated non-fashion media to maximise coverage, including on MTV and BBC. RESULTS Reached style leaders e.g. Naomi Campbell, Joely Richardson, Anna Wintour, Hilary Alexander. Coverage on MTV, BBC 1, Radio 1 and in Design Week, Glamour, OK!, Heat, The Mirror, ES Magazine, Night & Day and S Magazine.