Converse has brought its latest global branding platform “Made By You” to Hong Kong with a brand takeover at some of the busiest MTR stations by displaying worn out All Star sneakers.
Developed by creative agency Anomaly, the campaign aims to capture the creative spirit of local communities and to celebrate the diversity of self-expression through old Chuck Taylor All Star sneakers collected by customers and renowned artists across the world.
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For the Hong Kong campaign, local adaptation is managed by Razorfish and media agency Mindshare, which includes traditional Chinese subtitles on the campaign video, website and social media.
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“We pride ourselves in being globally aligned in all our marketing executions. We are going out with the same proportion between above-the-line and below-the-line activities as our counterparts in other major cities,” a spokesperson from Converse Asia Pacific Kong told Marketing.
“We have also shot some local Hong Kong influencers and consumers that will go out later in below-the-line activities and digital. We will do some in-store engagement pieces where we will celebrate our consumers to help document their personal Chuck Taylors as well in the near future.”
Portraits collected from the likes of international icons such as Patti Smith, Andy Warhol, Futura, Jefferson Hack, Sayo Yoshida, Kate Lanphear and Glenn O’Brien will be featured alongside portraits from everyday Chuck Taylor All Star wearers.
The campaign seeks to highlight the unique creative spirit of local communities and subcultures with hyper-local portrait exhibitions celebrating the diversity of self-expression inherent in cultural neighbourhoods throughout the world.
“The ‘Made By You’ originated from a simple human truth – we all want to be our true, authentic self in this world,” said Ian Stewart, vice-president of global marketing at Converse.
“Fans of Chuck Taylor are the ones who have made Chuck Taylor an iconic badge of creative self-expression. It’s time we celebrated them.”