CONVERSE | MCCANN MELBOURNE
GETTING CREATIVE ON THE STREET.
BACKGROUND |
To celebrate 100 years of the iconic Chuck
Taylor sneakers, Converse wanted to engage
Gen Z's in 3 key markets - Sydney, Mexico City
and Cape Town.
The goal was to extend the 'Forever Chuck'
platform by creating content that could be
used globally. Ultimately, it needed to capture
the daring spirit of youth and have significant
social reach.
IDEA |
The premise is that the world of Converse is
centered around creativity and the street -
concrete - and a lot of young people have left
their mark on it in more ways than one.
The opportunity to leave our own autographs,
drawings or shoe prints in wet cement can be
hard to resist - we want people to know we were
here and maybe outlast this present moment.
Converse could tap into the energy of youth
culture and inspire a new generation to take it
to the next level, seeing the pavement as a
canvas for creative self-expression.
EXECUTION |
In each city, notable street artists are invited to
work their magic on slabs of wet cement. Half
painting, half sculpture, the finished concrete
pieces are then taken from the activation and
used as outdoor and POS in Converse stores.
It's all filmed for online content and amplified by
social influencers daring Gen Z to get creative
on the street.
ACTIVATION |
Works of famous street artists rendered in
cement. PHIBS in Sydney, GLEO & UNO
in Mexico City and DODIEBOY in Cape Town.
SOCIAL |
People are encouraged to leave their own
creative marks with shoeprints as signatures,
to be photographed and posted with the
hashtag #foreverchuck.
