Converse celebrated its 100th anniversary in 2008. They wanted a global campaign that would communicate the rich tapestry of individuals who have shaped the Chuck Taylor legacy.
The sense of community is a scarce commodity in our world, by using a simple graphic device we seamlessly united musicians, artists, writers, thinkers, and athletes the world over who communicated confidence in the brand and its heritage in a striking new way.
Since the campaign sought a global impact, flexibility was key and global licensees were encouraged to insert their icons alongside ours. The result was a chain of participation that ran for close to 6 years.
Converse (Nike, Inc.)