Converse, Chuck Taylor, Awareness Campaign 

MAKING TEENAGERS FALL IN LOVE WITH AN ICON, AGAIN …

We worked with Converse to build awareness and drive conversion among a key US audience - teens. Chucks were losing their cool, and Converse new they needed to rebuild the connection young people had with the brand in order to reassert themselves as a top choice that teens love in an increasingly crowded marketplace full of choices.

Insight:

Through research we observed a dramatic shift in how teenagers saw the world - only as few years earlier, teens had singular goals and dreams that they had a confidence they would achieve. In its place we realized today’s generation had a unifying pragmatism in their view of the future - they had been shaped by a more challenging world and as a result knew that their futures would be more fluid and varied - they were willing to embrace multiple sides to their own personalities, with little concern at changing how they expressed themselves whenever they wanted.

Idea:

For us, Chucks became the perfect vehicle for that self expression, with different combinations for every side of your character, whenever you want to express it. Forever Chuck. For every you. We built a campaign exclusively for teens designed to have major impact in their channels - focusing on YouTube and Snapchat leveraging idols they connect most with such as Cole Sprouse, Sabrina Carpenter, and Selah Marley.

The campaign gained major attention, with over 4 million YouTube views on Converse’s channel within a week as well as major mainstream press coverage. The campaign was also leveraged in-store and in mall pop up experiences.