wearing Converse takes confidence
With my first ever school project, I wanted to tackle a stigma. A white shoe… gets dirty. However, this doesn’t have to be a bad thing. Why not celebrate the stains collected over time —thus, turning a negative connotation into a positive one. For this concept, I’ve design out a campaign with a print ad, long-form print ad, brochure and radio script.
Print Ad
“The only thing missing from this shoe is the stain of your existence.”
A print ad for areas in malls, display windows and bus stops.
Wearing Converse Takes Confidence
*not for secretive people* Long-form print
“Unlike a hidden, spiral-bound journal, stains on your converse expose you from the world. Have confidence in being you and start celebrating your story at Converse.com.”
A print ad meant for posting on social media.
Wearing converse takes confidence
A Stain Embracer’s Diary
#embracethestain
Since this campaign is geared toward the younger generation, I wanted to incorporate something a bit more fun, innocent and inclusive. Every customer receives this when purchasing a pair of Converse. It’s an encouragement not only to embrace stains on the shoe, but also to share their stain stories with #embracethestain.