THE CANVAS EXPERIMENT by Perfect Fools for Converse

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THE CANVAS EXPERIMENT

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Sweden
Agency Perfect Fools
Executive Creative Director Mark Chalmers, Tony Högqvist
Art Director Niklas Karlsson
Copywriter Patrick Gardner
Producer Patrik Sundberg, Markus Björk
Photographer Alexander Radsby
Released June 2011

Awards

Eurobest 2011
Promotion Best Use Of Other Digital Platforms In A Promotional Campaign Silver

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser/Client: CONVERSE EMEA
Product/Service: SHOES
Entrant Company: PERFECT FOOLS Stockholm, SWEDEN
Sales Promotion/Advertising Agency: PERFECT FOOLS Stockholm, SWEDEN
Executive Creative Director: Mark Chalmers/Tony Högqvist
Copywriter: Patrick Gardner
Art Director: Niklas Karlsson
Film Director: Karl Nord
Motion Designer: Martin Hammarberg
Director of Photography: Oskar Lundgren
Photographer: Alexander Radsby
Technical Director: Björn Kummeneje
Developer: Mattias Hallqvist
Developer: Mikael Lundmark
Account Director: James Goode/Patrick Gardner
Executive Producer: Fredrik Heghammar
Planner: Michael Aneto
Producer: Markus Björk
Producer: Patrik Sundberg
Installation production: Checkland Kindleysides
Describe the brief from the client:
To elevate and protect the Chuck Taylor line through Converse EMEA’S largest activation for Spring 2011.
Describe how the promotion developed from concept to implementation:
The activity was founded on two concepts: “a blank Canvas for self-expression” and “independent enough not to follow”. Our solution grew out of the successful Converse Flag, a static physical construction of red, white and blue Chuck Taylor's in the shape of an American flag. The Flag gave us an idea: it’s exciting to turn the shoes themselves into content – but what if instead of one content type we could use them to communicate any engaging experience? The result: The Canvas Shoe Screen – a 4m x 5m screen built of shoes, capable of displaying low-resolution video in real-time.
Describe the success of the promotion with both client and consumer including some quantifiable results:
As this campaign went live on April 29, 2011 we will be updating success results in the coming weeks.
Explain why the method of promotion was most relevant to the product or service:
Converse, with their strongly analogue image, have only become more popular in the digital era, in part because they’ve remained so focused on delivering engaging brand experiences – with a heavy emphasis on music, art and events. There’s something particularly intriguing about taking an analogue object like a Chuck Taylor All Star and turning it into the vehicle for delivering original digital content. By transforming the shoes themselves into a unique, all-new type of Canvas for self-expression we demonstrated once again the independent thinking embodied by the Converse brand.