From backyard gigs to street posters, Converse’s ‘Love, Chuck’ campaign gets an Aussie twist
A mainstay of any wardrobe, Converse is paying tribute to the timeless Chuck Taylor silhouette through its new global brand campaign ‘Love, Chuck’.
This campaign – with a distinctly local execution activated by independent creative agency Hopeful Monsters – leans into cultural icons and Converse collaborators that embody the brand’s ‘independent enough not to follow’ ethos and the spirit that has made the Chuck Taylor a cultural icon since it first launched in 1917.
Earning a revered place in the hearts of its devotees, Chuck is a symbol for youth culture the world over. For generations of athletes, artists and musicians, the Chuck Taylor was more than just a shoe — it’s a badge of honour, a symbol of nonconformity and a representation of community. Its simple design, universal appeal and affordable price point allows wearers from all walks of life to easily tap into its story.
Internationally, musicians such as Tyler the Creator and Charli XCX lend their faces to the campaign and closer to home Converse has tapped up and coming artist May-A to bring Love, Chuck to life and celebrate the spirit of non-conformity that both the brand and artist are known for.
May-A and Converse announced the partnership with an exclusive backyard gig in Sydney’s Inner West earlier this month, playing for just 40 people that came together in their Chucks for an intimate celebration of creativity.
Away from the stage, the Love Chuck campaign is popping up across digital, OOH and creator partnerships, including highly localised call-outs, in-jokes and cultural commentary delivered via street posters and billboards across Sydney and Melbourne.
“Love, Chuck is really a love letter to not only the Chuck itself, but also to the creators and visionaries around the world that continue to express their creativity in new and different ways, and the spaces that allow them to do so” commented Converse Australia’s Head of Brand and Consumer Dave Dullens.
“This creativity is intertwined with the Chuck legacy and every country around the world has its own story to tell when it comes to Chuck. Locally, we’re thinking outside the box to showcase this campaign in the places and spaces that really resonate with our community of creatives, and the people that have been along for the ride with Chuck.”
To check out the Love, Chuck campaign, click here.
Activations Partner: Hopeful Monsters
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