The Brief:
To create a campaign that emphasises the brand’s originality.
Converse is a brand that is defined by it’s consumers.
Individualism, authenticity and self-expression.
The bulk of the campaign was made up of billboards displayed across South Africa. These billboards carried strong statements made by actual Converse wearers.
These consumer statements were eventually taken further into other forms of communication.
Converse then also responded to their loyal wearers.
