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NOT JUST ANOTHER COVID AD. RATHER UNITING CONVERSE WITH COMMUNITIES THROUGH ART.

Details.

In no other time in modern history had we needed the work of artists to inspire hope and help us sane. The lockdown ushered in, literally overnight, a time when brands had to re-invent the way they communicated to consumers. South Africans are a proud nation, proud of their colourful heritage and their talented people – we knew we had an opportunity to connect with them through that which unites us all – art.
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Media Grid Desktop

A powerful, purpose-driven product in the worst of times.

We created a Chuck 70 blueprint for 5 African artists so they could create their unique design digitally. The shoes were then launched for pre-order on the Converse South Africa e-commerce site to be delivered as lockdown restrictions eased. We know what you’re thinking, “Using this to make a profit during a pandemic seems shifty”, and we’d agree. Only, Converse South Africa donated all net proceeds of these sneakers sales to the Nelson Mandela Children's Fund.

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WHAT MADE OUR IDEA SO COOL?

We hit the magic ‘Make It Go Viral’ button and it actually worked this time! Carried out over two phases, we rolled out a rather clever social media plan. The surge in digital content consumption during lockdown allowed us to strategically align our content with publishing channels and focus on a content drip model. We staggered pieces of content to maintain longevity and engagement of the campaign, releasing and announcing each artist collab design with Converse one at a time.

Really, we absolutely hate to brag, but the campaign inspired the global Converse team so, they subsequently adopted our strategy into their global marketing initiatives.

WHAT MADE OUR IDEA SO COOL?

We hit the magic ‘Make It Go Viral’ button and it actually worked this time! Carried out over two phases, we rolled out a rather clever social media plan. The surge in digital content consumption during lockdown allowed us to strategically align our content with publishing channels and focus on a content drip model. We staggered pieces of content to maintain longevity and engagement of the campaign, releasing and announcing each artist collab design with Converse one at a time. Really, we absolutely hate to brag, but the campaign inspired the global Converse team so, they subsequently adopted our strategy into their global marketing initiatives.

DATA. THE NUMBERS DON'T LIE.

Total Video Views

+2M 

Organic Social Reach

+4M 

Total Paid Reach

+30M

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