Converse — School Project
Converse is a fashion brand primarily known for its shoes. It’s retro design is reminiscent of its original design, which was at one point used primarily on the basketball court. Today, the brand has plenty of mainstream appeal, and can be seen on the feet of teens and young adults across the fashion spectrum.
The Ask:
For our project, me and a team of three were assigned a random insight to channel into a successful Converse campaign. Specifically, we were tasked to create a campaign concept revolving around Converse’s history of charitable work.
What I Did:
Firstly, we wrote out a creative brief that we could use to help us shape our campaign. As most of the content was given to us, we put most of our focus into the psychographics and messaging. We knew that we needed to emphasize people who are both fashion conscious and charitable, as those are the two primary values that we were seeking to push.
Then, we made a customer journey map. This helped us analyze the path that a consumer would take to buy our product, and thus helped us visualize where our ads needed to be focused. This map was an important step for our strategy, and it helped us come up with our creative execution. We wanted focus on an ad that would appear as native to most social platforms, as that is what our audience was expecting.
This assignment called for a print ad as our primary creative execution. I was responsible for writing the copy for our ad, and also played an advisory role in the design process. I wanted our copy to make people feel empowered by buying Converse, and wanted to place the focus of the campaign on the rewarding feeling of buying shoes for good.
What I Learned:
As advertising professionals, we are simply not entitled to having the greatest information in the world. We may be asked to follow faulty insights, and will oftentimes need to make do with less-than-ideal information. The legs for our campaign were weak (which was the nature of the assignment), so we were forced to make do with creative copy to make our project successful. By overcoming this, I learned to be adaptable to whatever the professional world may throw at me.