Converse has been the go-to sneaker for the young and trendy for a very long time. Now, it’s re-establishing itself at the centre of trend culture in London. It’s supporting the city’s emerging artists, designers, singers and more — with the aim of “ensuring that the new generation of inventive leaders have opportunity to break through”.
The Wieden + Kennedy campaign has kicked off with a film called Spark Progress, co-made by five local female creatives. It documents the creative process of five women, each of whom are meant to represent the spirit of the Converse brand and are ongoing creative partners. They are intended to inspire other young talented and inspirational individuals to continue to push ahead. The program will follow on the film’s mantra: “While others are busy deciding our future, we’re busy making our own,” helping people working in fashion, music, skate and more to realise their potential.
Converse will support creative projects and storytelling by hosting much of it on the program website. There is also a just launched Instagram account, Insta @converse_london, fostering co-creation. It aims to designed to connect local creatives and be a platform for their efforts with the brand.
In addition, a series of physical activations and workshops will take place over the course of the year, supporting creative ambition.
Agency: Wieden & Kennedy London
Creative director: Darren Simpson
Executive creative directors: Tony Davidson & Iain Tait
Creatives: Freddy Taylor, Andrew Bevan & Philippa Beaumont
Account Management: Francesca Yeates, Paulo Salomao, Charlotte Gunn & Amy Emerson
Planning: Paula Bloodworth, Iona Ratcliffe (comms) & Ayo Fagbemi
TV producers: Michelle Brough & Jo Charlesworth
Design director: Karen Jane
Designer: Adam Hunt
Motion designer: Jon Harris
Production company: Pulse
Director: Paco Raterta
Executive producer: James Sorton
Line Producer: George Saunders
Director of photography: Joel Honeywell
Editing company: Final Cut
Editors: Dan Sherwin & Kit Wells
VFX: The Mill
Executive producer: Alex Fitzgerald
VFX supervisor: Fergal Hendrick
Converse vice-president of marketing, Western Europe: Adrian Fenech