Converse
The concept and creative execution for this campaign was carried out with other team members.
Problems
Converse is beginning to be overshadowed by other popular sneaker brands such as Nike and Adidas.
The brand is not considered a top contender in growing streetwear culture.
Consumers are losing loyalty to the brand and moving towards more popular, higher end brands.
Goals
Reinforce the timelessness of the Converse brand.
Evoke a sense of nostalgia with consumers.
Showcase Converse shoes as products that are classic and fashionable.
Print Posters
Video Spot
Concept
This 30 second video advertisement features American skateboarder, architect, and artist, Alexis Sablone. Having collaborated with Converse in the past on a shoe of her own, Sablone is a familiar face for brand consumers. Her inspiring and fulfilling journey is one that perfectly aligns with the slogan for this campaign, “All Star Then, All Star Now.”
The story line of this video is Sablone’s personal journey with skateboarding; starting the sport as a hobby to becoming a 3-time X Games Women’s Street gold medalist. Throughout her journey, Alexis’ Converse sneakers were always there, and they will continue to be as she advances in her personal and professional career.
Outdoor Advertisement
Digital Advertisement
An interactive web-based advertisement showcasing the evolution of the Converse sneaker. As the desktop user moves their cursor over the image in the past, it will change to reveal the image in the present.
