Engaging an unreachable audience.

Can you recall the first time you wore a pair of All Converse sneakers? It felt amazing, right? Like you had joined some kind of cool gang, and I’m sure you still get the same feeling every time you wear them. When it comes to these sneakers, the older they are, the more we fall in love them. Converse is possibly the one sneaker brand that makes everyone feel bomb; from Beyonce to the guy at Joburg’s hip spot Great Dane, to the checkout guy at your local TESCO or the Maths student at UCL. Iconic, they imbue the 2 fingered menace of every achingly cool legend whose donned them. As such, the Converse brand needs synchronises with individual stories at the point of engagement and yet more narrative unfolds. Each adopting the other. To Ignite excitement around Foot Locker’s exclusive Converse Winter Boot collection, we briefed 3 street artists from around Europe to create live temporary art works across London. Lo-Fi and direct, this was a simple, authentic targeted pop up gallery that would amuse, inspire and engage a hard to reach street savvy audience. We documented the artists creations as they unfolded across east London. Images and film for use in-store, publishing assets and online, as well as publishing finished art real time through Facebook and Twitter. The Converse Winter Boot collection sold out 2 weeks after launch.