"BAND OF BALLERS"
CONVERSE is the coolest client on the planet, and a battle of the bands where musicians put down their instruments and competed at basketball was so disruptively perfect Converse had to do it. BAND OF BALLERS had the coolest acts in music wearing CONVERSE basketball shoes, in an annual tournament that became unique programming on MTV2.
"I'M WITH BASKETBALL"
The CONVERSE kid is pretty apparent, tattered Chucks, playing a guitar to the tune of his or her own rules. The problem arose was how to integrate the basketball side of the business, built on team chemistry and bulk shoe orders. The lone wolf with the guitar and the team pack of ballers share passion. I’M WITH BASKETBALL was CONVERSE’S love letter to the game that give it so much.
EXPERIENTIAL, PRINT, OOH
CONVERSE wanted to show up at the 2008 NBA FINALS between the CELTICS and the LAKERS. The WEAPON shoe was iconic, worn by MAGIC and LARRY BIRD, and as the two great teams cemented one of the greatest rivalries in all of sports, they deserved to be there. The only problem towards celebration were all the preceding words in bold. Both cities are great fans, pouring the same passion into their team that they do to their area code. WEAPRESENT was the rally cry, letting both cities represent their city and team.
"CHARLES CHARLES MAGALLS"
DIGITAL, SOCIAL, OOH
CONVERSE launched its EVO sneaker without dipping into traditional media channels, instead getting free exposure from social channels. A fictional billionaire, the industrialist CHARLES CHARLES MAGALLS, challenged DWYANE WADE to a game of “one verses one” basketball. After all, “better hates the best” and winning would show the world how great his shoe design was.
Taking Twitter, Facebook, MAGALLS pulled no punches, splashing the Gold Medalist’s phone number on the Jumbotron, erecting a billboard outside the HEAT’S home arena. 9 Million people watched CHARLES CHARLES MAGALLS throw down the gauntlet on YouTube, a stunt that helped MAGALLS show up on DEADSPIN.
Produced video content populated MaGall’s popular Facebook page.
Original content was created for NBA.COM preroll.
Finally the match went down.
Another dream brief from CONVERSE. GOOGLE once right side of search results for advertising space, and instead of selling a product (a shoe we’ve all owned at least once anyway) CONVERSE, gave back content, relevant to teenage search. This won an Effie, and allowed me to make 40 unique URLs, content websites that talked about issues as meaningful as suicide, break ups, and what to get for lunch.
SEARCH: HOW TO KISS?
RESULT: "KISSING WITH ROSS"
By using a staff art director and a sliding glass door, KWR's budget was exactly $0, but earned the most web traffic in the history of the CONVERSE brand, even showing up on VH1's, "BEST WEEK EVER."
SEARCH: WHY AM I CHANGING? SHOULD I CHANGE?
RESULT: "SCARED OF CHANGE"
With a budget of $2.17, CHANGE helped cap off the land line era by harrassing kids who dared to do something new and follow their heart, CONVERSE kids.
SEARCH: WHY IS IT SO HOPELESS? WHEN WILL IT ALL END?
RESULT: "LOST AT SEA"
Kids asking the internet why life is so hard, got an up lifting speech from a man who really had it bad, a man who was lost at sea.
SEARCH: FATHERS DAY, DAD, POPS, TIES,
RESULT: "HAPPY FATHERS DAY ME OLD MAN."
For the launch of the DOMAINATION UK assault, this Father's Day melody was written, illustrated, animated, and sadly sang by yours truly.
SEARCH: TEST PREP, SAT, HOW TO BE VALEDICTORIAN
RESULT: HIGH SCHOOL PRESS CONFERENCE
The pressure that faces a high school student is quite close to those of big game athletes. Mirroring the post game press conference, these scripted accounts gave high school students a metaphor to voice the pressures of their high school lives.