Award: CAMPAIGN AWARDS \ C08. Brand Development (Product)

With a history spanning 110 years, Converse is one of the oldest sports brands in existence. In recent years, the brand, and its iconic Chuck Taylor shoe had seen a decline in popularity due to fierce market competition in China. Converse needed to connect with people emotionally rather than through functionality by highlighting the fact that Converse was born in sport but raised on the street. To combat this, BCW designed an integrated communications campaign with a mix of on-ground activities, video storytelling, celebrity endorsements, print and broadcast outreach, and social media to reboot conversation and affinity of Chuck Taylors and successfully reposition Chuck Taylor as a leading street style and culture brand in China.