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Converse
"For Generations"
// Branded Elements, Video Content, Social Media, Microsite, Branded Experience, Out of Home, Guerilla
With over a century of existence under their belt, the Converse Heritage Campaign highlights Converse’s impact “For Generations” with collaged, edgy assets, of the new and the old of the brand. The campaign comes to a head with an exhibition at The Museum of Fine Arts in Boston, Massachusetts, in the home-state of the Converse brand. There will be an opening ceremony, followed by a temporary exhibition lasting about a month.
// Art Director, Designer, Copywriter
SCADDY Awards Finalist Converse "Shoes are Boring" Initial Youtube Advertisement
Updated Campaign
Heritage Converse: For Generations Microsite
The main hub for the campaign, this microsite is the center of the historical context for the brand as well as ticket purchasing for the later event. It wraps up the campaign neatly as a cohesive effort.
Instagram Video Story Leading to Microsite
This Instagram story highlights the mainstay of the Converse brand throughout history as a basketball shoe to a "do-anything shoe." The energy and excitement of this campaign is conveyed through a lively track by Tyler the Creator (a collaborator on multiple pairs of Converse shoes).
Instagram Carousel Post about Microsite
This Instagram carousel appears as a collage of new and old. Facts about the shoe appear on each page, further emphasizing the mainstay of the brand throughout history.
Instagram Stories About Microsite
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These stories can appear all at the same time or can be spread upon a longer period, featuring well-known figures wearing the shoes throughout history, playing into the idea of the bandwagon, as consumers purchase Converse to feel closer to their favorite stars and the Converse Heritage.
Instagram Post About Microsite
This Instagram post is a one off and can be recreated in the same style with more collaged elements. The post includes a fact about Converse and draws consumers to the link in their bio to learn more about the mainstay of the sneaker, because isn't something cooler if you know how its popularity came to be?
Converse Walk-By Banner with QR Code to Microsite
This walk-by banner has a similar feel to the previous posts in a longer-scale format. As passersby walk next to this banner, they see a QR code to scan and learn more.
Tiktok Video Advertisement
This Tiktok video advertisement shows the transformation from history to current day, highlighting the expanse of styles and purposes for the beloved sneaker, calling viewers to take a deeper look into the history of Converse.
Youtube Video Advertisement
Heritage Branded Shoe Box and Shipping Box
The Youtube Advertisment hits users with a longer-form video that gives bits of history and highlights, again, the foundation of the brand as a whole, drawing consumers to wonder...
What's next?
This in-store branding utilizes the visual identity of the brand and campaign. It's covered in facts about the brand's history, acting as an extension and recognizable link to the brand for those who decide to purchase the sneaker.
In-Store Heritage Shopping Bag
This in-store branding utilizes the visual identity of the brand and campaign. On the bag, a QR code appears below the date of the brand's creation, linking to the Heritage microsite where the consumer can look into the history of their favorite shoe.
CONVERSE: FOR GENERATIONS EXHIBITION
The Converse: For Generations Exhibition is a several, month long event taking place in the birthplace of the Converse sneaker, Boston, MA (April 30, 2024 - July 1st 2024.) It includes never-before seen artifacts, facts, and photos in a fine-art format, displaying Converse as they truly are, a method of expression. The Exhibition opens with a Gala on the anniversary of the first Converse, APRIL 30, 1909. Ticket holders can celebrate with drinks, live performances by Create Next Creators: Vince Staples, Indigo De Souza, and other DJs, and a first look at the exhibition.
For Generations Exhibition & Generations Gala Ticketing Page
The ticketing page allows people to purchase tickets to the opening night Gala as well as the exhibition itself. Exhibition tickets are sold through the Boston Museum of Art site while Gala tickets are exclusively sold through the microsite.
For Generations Exhibition Billboard Ad
The Converse: For Generations billboard is a call to action for people to look at the event, drawing them in with visually interesting collaged elements.
For Generations Exhibition Bus Stop Ad
The Converse: For Generations Bus Stop ad appears around large cities, calling passersby to join Converse at the Museum of Boston in Boston, MA to celebrate the opening of the historical exhibition.
For Generations Exhibition Post
The Converse: For Generations Instagram post invites followers of Converse to join them in the birthplace of the iconic sneaker, Boston, Massachusetts, to celebrate the history of Converse in an exhibition-style format, opening with a large-scale gala event with performances and dancing.
Exhibition Banner Signage at the Museum of Fine Arts in Boston
The exhibition banner will be displayed several weeks prior to, and then during the Converse: For Generations exhibition. The bright, collage style elements relate to the styling of the campaign and provide a visual draw for passersby.
For Generations Gala Ticket
The gala ticket is styled within the campaign guidelines and provides a great keepsake for those who attend the festival, while they can also be included in Instagram posts or Snapchat stories.
For Generations Exhibition Visuals
The exhibition includes historical never-before-seen Converse photography, as well as other artifacts and facts from the Converse archives. The stylization of the exhibition uplifts what those would imagine for the popular sneaker, and makes it appear more elegant and steeped in history, conveying the deep roots of the brand.
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