'What Would Sneakers Do?', that is the question. Inspired by the rebellious culture of the Chuck Taylor All Star, Converse has launched a new campaign this season which encourages people in imparting the idea of youthful spontaneity by letting every Filipino answer the question, “What would sneakers do?” I was privileged enough to be a part of their global campaign which happened earlier this year in preparation for this season. Check me out right there! Upper left corner!
With the use of #SneakersWouldPH, the brand aims to showcase Pinoys’ creative and youthful spirit which is well reflected when sporting a pair of Chuck Taylors. Turely, sneakers are not boring compared to your formal shoes. The status of your sneakers represents your life well worn. No matter how battered a Chuck can get, it still looks good.
For decades now, Converse sneakers has been the choice of people for their daily adventure. This campaign certainly wants us all to elaborate what sneakers would do in our own personal ways.
What Would Sneakers Do When Nobody’s Watching?
Converse Philippines visited different schools and universities in Metro Manila asking students on what would sneakers do when nobody’s watching. A photo booth was set up in UP Diliman, Immaculate Conception Academy, and Chiang Kai Shek College to capture students’ spontaneous, on-the-spot answers about the Converse question. Collected photos were uploaded on Converse Philippines’ official Facebook page, showing the out-of-the-box characters and stories of the Filipino sneaker heads.
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| (L) Converse Marketing Manager Kate Olivia and Converse Philippines CEO & President (R) Margarita Go with the winners. |
Converse also launched a digital version of this campaign which happened simultaneously with the on-ground activation. The question, “What would sneakers do when nobody’s watching?” was also thrown out to the cyber space for Filipinos to answer. The online photo contest aimed to collect the most creative shots of people while having fun showing things sneakers would do when nobody’s watching.
Winning photos were judged with the following criteria- 50% creativity, 30% originality, and 20% alignment to theme. These photos were also included on one of the music videos of Converse’s brand ambassadors.
What Would Sneakers Do at 2am?
In line with the first question Converse Philippines has given out, Peso Movement, its All Star brand ambassador, launched a music video that elevates Converse Philippines’ celebration for Filipino self-expression, originality and creativity. The music video contains the submitted photos of people answering the “What would sneakers do when nobody’s watching?” during its digital activation. The band released a song entitled, “Loss of Gravity” as part of their latest album, “Gentle Sound of Chaos,” centering on their long time adoration for the iconic Chuck Taylor All Star sneakers.
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Usually at around 2am, everyone’s already asleep and quiet. But sneakers aren’t. Another unique way from our Pinoy sneaker heads, Peso Movement answered Converse Philippines’ question, “What would sneakers do at 2am?” by officially releasing their music video on social media platforms at exactly 2 o’clock in the morning of November 29, 2014.
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| Peso Movement - Gentle Sound of Chaos |
After all parties ended at midnight, sneakers chose to start the fun after, which is one way to show what sneakers would actually do when nobody’s watching. Check out the music video below.
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