Brief: To elevate and protect the Chuck Taylor line through Converse EMEA’S largest activation for Spring 2011. Describe how the promotion developed from concept to implementation: The activity was founded on two concepts: “a blank Canvas for self-expression” and “independent enough not to follow”. Our solution grew out of the successful Converse Flag, a static physical construction of red, white and blue Chuck Taylor’s in the shape of an American flag. The Flag gave us an idea: it’s exciting to turn the shoes themselves into content – but what if instead of one content type we could use them to communicate any engaging experience? The result: The Canvas Shoe Screen – a 4m x 5m screen built of shoes, capable of displaying low-resolution video in real-time. Results: As this campaign went live on April 29, 2011 we will be updating success results in the coming weeks. Explain why the method of promotion was most relevant to the product or service: Converse, with their strongly analogue image, have only become more popular in the digital era, in part because they’ve remained so focused on delivering engaging brand experiences – with a heavy emphasis on music, art and events. There’s something particularly intriguing about taking an analogue object like a Chuck Taylor All Star and turning it into the vehicle for delivering original digital content. By transforming the shoes themselves into a unique, all-new type of Canvas for self-expression we demonstrated once again the independent thinking embodied by the Converse brand.
Advertising Agency: Perfect Fools, Stockholm, Sweden Executive Creative Director: Mark Chalmers/Tony Högqvist Copywriter: Patrick Gardner Art Director: Niklas Karlsson Film Director: Karl Nord Motion Designer: Martin Hammarberg Director of Photography: Oskar Lundgren Photographer: Alexander Radsby Technical Director: Björn Kummeneje Developer: Mattias Hallqvist Developer: Mikael Lundmark Account Director: James Goode/Patrick Gardner Executive Producer: Fredrik Heghammar Planner: Michael Aneto Producer: Markus Björk Producer: Patrik Sundberg Installation production: Checkland Kindleysidesvia www.ibelieveinadv.com