Footwear company Converse pays tribute to the timeless Chuck Taylor silhouette through its new brand campaign 'Love, Chuck'.
This global campaign - with local execution - leans into cultural icons and Converse collaborators that embody the brand’s ‘independent enough not to follow’ ethos and the spirit that has made the Chuck Taylor a cultural icon since it first launched in 1917.
Internationally, musicians such as Tyler the Creator and Charli XCX lend their faces to the campaign and closer to home Converse has tapped up and coming artist May-A to bring Love, Chuck to life and celebrate the spirit of non-conformity that both the brand and artist are known for.
May-A and Converse announced the partnership with an exclusive backyard gig in Sydney’s Inner West earlier this month, playing for just 40 people that came together in their Chucks for an intimate celebration of creativity.
Away from the stage, the Love Chuck campaign is popping up across digital, OOH and creator partnerships, including localised call-outs, in-jokes and cultural commentary delivered via street posters and billboards across Sydney and Melbourne.
Converse Australia head of brand and consumer Dave Dullens said 'Love, Chuck' is really a love letter to not only the Chuck itself, but also to the creators and visionaries around the world that continue to express their creativity in new and different ways, and the spaces that allow them to do so.
“This creativity is intertwined with the Chuck legacy and every country around the world has its own story to tell when it comes to Chuck," Dullens said.
"Locally, we’re thinking outside the box to showcase this campaign in the places and spaces that really resonate with our community of creatives, and the people that have been along for the ride with Chuck.”
CREDITS
Activations Partner: Hopeful Monsters
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.