Converse’s brand vision is to inspire originality. All originals are rebels, but it is defined as optimistic rebellion. They share the instinctive believe that the world can be a better place, and that its in everyone’s power to make it that way.
Throughout its history it has enjoyed a strong connection with independent music. Our starting point for Converse in China was to create an authentic connection to the Chinese independent music scene. To inspire originality and empower youths. Youths that are loud, some quiet, but they are all on their own path. And they all believe they can create something better. The work we produced was to drive that empowerment. The campaigns I oversaw were launched for in the Chinese and South East Asia/Asian market.