Converse Announces Brand Democracy

The theory behind the latest Converse ad campaign is almost as exciting and innovative as the ads themselves. With a large advertising budget, Converse has chosen not to hire the traditional advertising execs to create their new advertisements, but instead are putting their money towards challenging unknown talent and their own customers. Converse encourages their fans to make their own 24-second films (not commercials) and define what Converse means to them. The only requirement is that they must be apolitical, positive, original and inspiring. Ten winners take home $10,000 each and their films are televised on MTV starting in March as Converse’s official advertisements. Four additional winners receive $1000 each and their films are included on Converse’s popular website.

Please click on the below link to view this season’s winning films as well as a preview of Converse’s April and May print ads by commissioned artists: http://staging.bssp.com/spring06/

Converse has gone red...
Converse further establishes its new global partnership with Product RED, an economic initiative created by Bono (U2, singer and activist) and Bobby Shriver (Chairman of DATA – Debt, AIDS, Trade, Africa, by) designed to deliver sustainable flow of private sector money to The Global Fund to fight AIDS, Tuberculosis and Malaria. Every season, Converse and Product RED will collaborate with celebrated designers, artists, musicians and filmmakers to inspire originality by creating limited edition Converse RED shoes on a unique canvas that preserves culture and embraces creativity.

Beginning April 1, Converse is also expanding www.conversone.com, the company’s renowned web location where consumers can customize their own original Converse product, to include “Make Mine RED.” Consumers can log onto www.converseone.com to design custom Converse RED Chuck Taylor Hi and Low and Jack Purcell products. Unique seasonal color palettes and patterns provide a highly creative and original outlet for customers to create one of a kind Converse RED shoes. All “Make Mine Red” styles include iconic Converse RED detailing such as the RED logo inscribed on the insole of the shoe and iconic red islets symbolically adorning the top of the sneakers. “Make Mine Red” first launches in the US with retail prices including Chuck Taylor All Star for $65 and Jack Purcell for $70. A portion of the proceeds from the Converse RED Mudcloth shoes and “Make Mine RED” will benefit The Global Fund.

The Converse RED Chuck Taylor All Star African Mudcloth shoe and “Make Mine RED” debut April 1, 2006. The Converse Mudcloth shoe retails for $295 and will be available at specialty stores in the UK, online globally at converse.com and exclusively with Barney’s in the US [New York and Los Angeles].

For more information, visit Converse on the web at www.converse.com.