Made by You

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Title

Made by You

Advertiser:

Converse

Year:

2015

Source:

Atomic Awards

Product Category:

Fashion

OOH Format:

Indoor, Outdoor

Country:

International

Objective:

Converse took the notion of walking in someone else’s shoes literally with VR technology, allowing consumers to temporarily inhabit Chuck Taylors belonging to musicians, an actress playing a zombie, an urban explorer and an artist via interactive film on IOS and Android apps.

Target Group:

People who buy sneakers.

Strategy and Media Used:

Converse promoted the shoes as artwork, likening the sneakers to an artist’s blank canvas that comes to life through wear- “Made by You” with all of the scuffs, rips, smudges and stains that eventually decorated the shoes. The artwork was then posted on various OOH products in 41 cities around the world. Consumers were then inspired to make their own shoe portraits and share them via social media, primarily on Instagram. This organically amplified the “Made by You” message with millions of interactions and international media coverage.

Results:

The campaign generated more than 80,000 downloads, over 10,000 social posts and 10 million impressions.