Brand

Converse

Agency

W+K

Creative Team

Creative Director

Senior Creative

Art Director

UX

Copywriter

Description

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.

Project

Lyrics Campaign

In an effort to spotlight Asia’s music fans and give light to their lifestyle, Converse joined forces with Chinese indie band Queen Sea Big Shark to create the Converse Lyrics Contest. When the band’s half complete “Let’s Play” track went online, the contest challenged fans to submit their own lyrics. We collected lyrics and worked with Queen Sea Big Shark to re-record and remix the “Let’s Play!” track using the contest lyrics. In the end, together with fans, a song and music video was created that belongs to everyone.

Project

Converse Spark

This campaign devoted to showing creativity in an accessible way to inspire a generation of young people to step outside their comfort zones and create. We celebrate the creative process by featuring artists around Asia, who take everyday objects and turn them into interesting works of art.