Converse x Office Spring/Summer
Building a Converse Conversation
Following on from the success of the winter campaign, we joined forces once again with Converse and Office Shoes, to build on its momentum for Spring/Summer 2019 with a campaign presenting a new collection of 9 Converse packs - over 30 shoes in multiple models and colour ways - staggered from April until June.
Converse and Office created a unique group of six female ambassadors - a mixture of real life employees, fashion bloggers and social influencers - and wanted to continue to tell their individual and group story, through a series of location shoots, animations and videos. Showcasing the new Converse collections available in stores throughout the summer combined with key style trends for the months ahead.
We wanted to enable the Office consumer to get to know the group of 6 non-model ambassadors created in the first campaign on a deeper level, building on the sense of community and genuinely burgeoning friendships - exploring their appeal with a visual narrative showing scenarios of the group, enjoying the longer evenings and spending more time outside as spring crept into summer. Creating a ‘for her by her’ style campaign so that the girls featured really resonated with the audience.
The focus of the project was to produce a sustained social media campaign for Instagram from late spring into early summer, extending to their other owned channels including their blog and website as well as in-store activation.
The campaign’s creative direction focussed on the all female shoot, and mimicking a summers day with the cast - opening on a rooftop setting, then heading back to a house party scene for the evening.
We maintained our focus on the Chuck as the hero while drawing on key trends and head to toe looks, for April through to June. Presenting the key packs due to hit stores for Spring and Summer in a stylistic context relevant to the office consumer.
In line with the daytime shoot we produced a raft of product shots, both on the body and straight on canvas. These formed the basis of the Instagram campaign, including teaser posts, launch carousels and posts demonstrating the different packs and chuck designs. They were also incorporated as Instagram stories, using it as a platform to introduce the ambassador group and a BTS video.
Across other owned platforms the campaign featured on the Office website, with homepage banners, shop-able page banners for the different weeks and pack designs, email assets, Brand page images and blog page photography.
We produced a suite of assets for the campaign - from a montage film with ambassador interviews, animated gifs and still photography for the Office website and social channels to in-store retail activation materials and digital displays - appearing in the full fleet of Office stores throughout the UK.
We created elevated campaign retail executions with installations in key London stores - Carnaby Street, Oxford Street and Tottenham Court Road. Large scale window displays combined with retail units and wall displays to bring the campaign to life.