CONVERSE

Converse has been around for quite some time and has kept themselves pretty relevant. The challenge is to create an advertising campaign for Converse that still delivered the overall feel of Converse but remains different from anything that they have created previously. The main message of the campaign is that Converse is dedicated to individuality and Converse sneakers allow the wearer to express themselves while feeling empowered, loved, and accepted.

The main target audience for the campaign is individuals ranging anywhere from 13 years old to early 20s. Since Converse is an older brand, it’s important to adhere to a younger audience in order to continue the legacy and brand loyalty of Converse even with the newer generation. Converse also wants to encourage younger individuals to be themselves rather than trying to fit a mold.

The solution is to create an ad in an illustrative style. The idea is to use elements from the shoe to showcase certain symbols without the need for words. The overall design for the “Let the Sneakers Speak” campaign is simplistic but effective. In each ad the shoelaces are manipulated to portray the message of the campaign. In the first advertisement, the laces form muscle arms. This ad represents empowerment and feeling strong while wearing Converse. The colors in this ad are also very strong and convey a feeling of power. In the second ad, the shoelaces come together to form a heart. This ad represents love and acceptance. In the third ad, the laces create a lightbulb, representing creativity and individuality. Mall posters were chosen as traditional media to reach the target audience while they are already shopping.

This is a student project. Illustrations and concepts were created by me.