Converse Ambient CONVERSE HIGHWAYS by The Community Miami

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CONVERSE HIGHWAYS

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Industry Sportswear, Athletic Footwear & Accessories
Media Ambient
Market United States
Agency The Community Miami
Executive Creative Director Joaquin Molla, Jose Molla, Juan Manuel Ricciarelli
Art Director Sergio Sharek
Copywriter Ricky Vior, Leo Prat
Producer Julio Rangel, Marco Arguello, Laurie Malaga
Account Supervisor Jose Antonio Hernandez
Released June 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Special Build Bronze

Credits & Description

Type of entry: Ambient
Category: Special Build
Advertiser: CONVERSE
Product/Service: CONVERSE
Agency: LA COMUNIDAD Miami, USA
Chief Creative Officer: Jose Molla/Joaquin Molla
Executive Creative Director: Jose Molla/Joaquin Molla
Creative Director: Ricky Vior/Leo Prat
Copywriter: Ricky Vior/Leo Prat
Art Director: Sergio Sharek
Account Supervisor: Jose Antonio Hernandez
Producer: Laurie Malaga/Julio Rangel/Marco Arguello
Description of Ambient execution
Converse believes that unleashing the creative spirit will change the world. So this project took that belief and brought it to life in the context of the new “colors” collection launch with the final objective to connect the very people that the brand celebrates.
We used the power of color to recover the forgotten spaces under the highways, strengthen communities and unleash local creativity.
We transformed these forgotten and abandoned areas and gave them back to local artists so they could express themselves through music, art and a sense of community.
These areas became living, breathing spaces where bands could perform, skaters could practice, artists could unleash their creativity and neighbors could connect.
In Mexico, to reclaim this space, we worked with local artists, graffiti artists and sculptors, as well as with architects and urban landscapers for the structural design of the area. Since this was a permanent project, specialists were necessary in considering the maintenance and use of the space in the future.
For the same reason in Brazil, we collaborated with local artists, urban landscapers and skaters to work together and create dual-purpose skate ramps and bench structures that could also be useful to the general public when they weren’t being used by skaters.