Revitalizing the underdog product was the challenge that Converse and Sprinter approached with. They needed a campaign for the Converse Tobin. Not the All Stars, but skateboarding-inspired affordable model for lifestyle wear.
We detected an opportunity at the intersection of a people truth:
Young urban culture enthusiasts look up to skateboarding in terms of influences and lifestyle, but they don’t want to spend too much on fashion. They look for budget footwear alternatives that look and feel legit.
And a product truth:
The Converse Tobin looks and feels like a skate shoe, while being cheap and accessible.
So our approach was to use skate culture to frame the Converse Tobin aspirationally, while maintaining its perception of accessibility. How?
through OFF-THE-BOARD SKATEBOARDING
We wanted to visually explore all the moments that exist around skateboarding that don’t necessarily happen on the board, to truly connect with skateboarding as an aspirational culture-defining activity.
Spot-searching, jumping fences, filming, hanging out at the spot, eating...
This approach landed us with the concept FIND YOUR BELONGING, which traveled throughout all executions. The campaign visuals, social content, influencers and even an event we held in Madrid, where people got their opportunity to personalize their Tobins and met the special guest Jesús Cuesta, who discussed the importance of color in creation and designing.
