CONVERSE

DIGITAL CONVERSATIONS

HOLISTIC STORYTELLING ECOSYSTEMS WITH CLEAR INTENTION TO MEET COMMUNITIES WHERE THEY WANT TO BE.

Creating an efficient line of communication between brands and their consumers requires integrating a holistic ecosystem of touch points to deliver product stories through purposeful content. Time of engagement in a saturated landscape is an increasingly valuable commodity requiring efficient, consistent and clear communication within the digital connections that fuel brand conversations. If we understand our objectives we can craft the digital experience to support the goals of an initiative and capture the imagination, inform to clearly identify a product benefit and inspire meaningful consumer action by appealing to the person on the other side of the screen. Our digital brand teams leverage a higher-level strategic approach, regardless of the deliverables, to ensure that integrated marketing content is developed in service of the core ideas behind the brands we partner with to drive a unified narrative that ensures the purpose-built content is in alignment with the experience of each platform, while also looking to evolve and challenge where appropriate. By establishing cocreated objectives, we can arrive at beautifully smart solutions that speak to consumers with a confidence that converts consumers into believers.

STARBUCKS SUMMER

As part of a Summer-long campaign, our brand team collaborated with the Starbucks global team to unify the collective messages and bring a sense of adventure to the brands seasonal offerings that would bring multiple new categories to life for the consumer. Each story would be a catalyst for artfully crafted options that would position the brand as the launching point for summer exploration and facilitate Starbucks as the place to both gather and regroup for pre and post exploration of summer’s possibilities—whether customers were on a 10 minute break to enjoy a moment of escape or headed on the road trip of a lifetime.

EVOLVING OUR EXPECTATIONS

SPARKLING

The elevation of the Starbucks drink offerings through a sparkling addition created an opportunity to leverage the iconic bubbles of the new ingredient while playing up the sophisticating result of the handcrafted combination. Bubbles became the iconic vehicle for delivering the product variations with activation that made the product’s point of differentiation crystal clear.
EXPLORING NEW IDEAS

SODA

Introducing carbonation to the soda category, provided an opportunity to leverage the playful nature of Starbucks latest drink ingredient innovation. The energetic use of the bubble as an iconic symbol and primary character of the core story allowed for ownable, understandable and engaging content.
BUILDING ON A CLASSIC

Frappuccino

The story of discovering your favorite new handcrafted flavor of Frappuccino was inspired by the season’s unexpected playful combinations and the expressive nature of the process of making each drink with running flavor stripes that defy gravity and challenge us to see the moment in a new way.

GLOBAL BRAND SYSTEMS

LOCALIZED VOICES

To tell the 12 Days across multiple geographies and regions, purpose built assets ensured each global community’s offerings would be supported with geographically appropriate content.

12 DAYS OF CONVERSE

Delivering a community curated selection of gift giving ideas was the focus of the 12 Days campaign that would help consumers in the run up to the holiday season. The Converse Community utilized a prebuilt platform to deliver their personalize picks, and support unique product drops that positioned Converse as a trusted source of personalized on-point gifting options.

GLOBAL BRAND SYSTEMS

UNIFYING THE MESSAGE

Each daily communication builds on larger tone and sharp point intent to peak interest, provide consistency and ensure the brand is delivering for consumers.

GLOBAL BRAND SYSTEMS

UNIFYING THE MESSAGE

Each daily communication builds on larger tone and sharp point intent to peak interest, provide consistency and ensure the brand is delivering for consumers.

Primary

The Next Best Thing is Right Around the Corner

Bangers. Again. And Again. And Again.

The Best of the Best, Day After Day.

Secondary

New product revealed dailv to cover everything on your list.

12 days of product that you don't want to miss.

12 days of our best product that you don't want to miss.

GLOBAL BRAND SYSTEMS

EXPANDING THE STORY

As each product is delivered as a clear product offering, but the deeper story behind the product gave consumers the ability to make stronger connections to the Converse Community.
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CONVERSE CITY FORESTS

Our digital team helped concept, facilitate and execute an ongoing global initiative bringing creatives together to design and paint a series of environmentally friendly murals in 34 cities with photocatalytic paint that helps clean the air. A diverse ecosystem of content, tuned per platform, delivered both the local and global stories of artists and their unifying purpose to make their world a better place. To bring the project to life during the global lock-down, our brand team developed a content creation directive that systematized the process for gathering content by the regional teams which assured assets would be returned with a common point of view. Then, a systematized workflow of creative applications allowed our team to put the story out into the world through the amplifying power of the Converse brand lens in celebration of the amazing work brought to life by this inspired creative community.
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SOCIAL

LOCALIZED STORIES

Global connectivity of a purpose-driven community begins with the catalyst of telling the local artist’s story and their unique perspective on their environment. The consistent approach to delivering their stories creates a unified front to give the message an even stronger voice.

SOCIAL

A GLOBAL CONNECTION

The power of a shared message delivered simultaneously across multiple social platforms, helped to build connections across global and local communities. Unified by a clear content creation directive, 34 global teams could confidently leverage artistic, cause-driven and the broader creative community stories to fuel a movement of positivity and self-expression that built awareness around the stories of caring for our planet, and celebrating the people who can inspire us to each make change happen.
BRAND

Playful Data​

The delivery of deep and detailed data around each child’s play experience is activated to embody the brand’s mix meaningful information and light natural exuberance of children at play.

KOKO

The development of the Tokyo-based indoor play space’s brand included an ecosystem of digital touchpoints that delivered on the brand’s technically based promise of merging data and play. Each platform used the bold and playful abstract geometric elements juxtaposed with the clean and clear information with playful, yet sophisticated, abstract geometric elements from the concepts library of “Garden of Imagination” assets to embody and support the brands core message.