Though this has been all over the place, just thought of doing a little of backcheck to put things in perspective…
Converse is celebrating its 100th anniversary this year with a global campaign, “Connectivity”, devised by NYC agency Anomaly.
The campaing kickstarted in February with was meant to be a striking artistic showcase of true originals who defined the essence of the Converse brand since 1908. The concept was to visually connect past and present Converse icons brought together by their optimistic rebellion and homage to the Chuck Taylor All Star shoe.
“Celebrate” and “provoke.” Those were the words Converse representatives used to describe the advertising strategy. “Our whole mission is to inspire originality and be an advocate and catalyst for creativity,”.
For this purpose they raided the tombs of Hunter S. Thompson, Sid Vicious and James Dean (who maybe did’t even wear Converse when they were alive…) and resorted to some of todays “it” faces: Dwyane Wade, M.I.A., Karen O, Common, Billie Joe Armstrong and Joan Jett(not so “it” today, true but still a rebel rocker). The campaign devised for print and outdoors would unite all of these icons through their use of Converse Chuck Taylor sneakers.
Additional regional icons included Ian Curtis (UK), Jefferson Hack (UK), Carlos Diez Diez (Spain), Jane Birkin (France), Nina Hagen (Germany), Kim, Jung Man (Korea), Cui Jian (China), Darren Cordeux (Australia), Jose Fernando Emilio (Mexico) and Sandro (Argentina).
Then they proceeded to enlist a disparate trio of artists: Pharrell Williams (who produced the song), Santogold and Julian Casablancas (lead singer of The Strokes) to come up with an anthem for the brand. The result was My Drive Thru which was put for download in their site in June and has recently been updated with a video.
The music video, directed by Psyop‘s Marie Hyon and Marco Spier, continues the black-and-white paper-doll theme of the preceeding campaign. The artists were filmed on a soundstage using three HD cameras and then animated using CGI. The production took about four months to complete as well as the use of nearly 9,580 paper cutouts of the artists and 30 animators.
Still to come, is the commercial in 30 and 60 seconds formats which are meant to be cut downs of the music video.
The video has generated a minor negative buzz in the net due to its similarity to another video by Dutch band Trenchcoat.