Converse made the legendary sneakers dance
23.06.2011 6855

Converse made the legendary sneakers dance

In the advertising campaign of the shoe brand, geniuses of creative art put together a live ensemble in almost 500 sneaker models.

The Perfect Fools team of creators from Stockholm and Amsterdam has launched another video called The Canvas Experiment as part of the Converse brand advertising campaign. The Canvas project is a large stand that looks like an ordinary showcase from a distance. But upon closer inspection, you can see a huge number of "pixels" - 480 branded Chuck Taylor All Stars sneakers, which, moreover, also spin in all directions when a person approaches or during any kind of activity next to them.

The CONVERSE CANVAS CAMPAIGN advertising campaign itself is a series of 30-second spots demonstrating the “contact” of shoes with people. The latest Perfect Fools movie to complete this ad series consists of a mix of recordings from the process of creating a project and frames from the best bits.

A Canvas showcase, 20 pairs of sneakers and 24 wide, weighs 400 kilograms. Under each shoe model is a motor that makes the sneaker rotate 180 degrees.

The creators of the grandiose "sneaker" display case specially placed it under the low-resolution screen. It is this detail that allows shoes to “dance”, interacting with the movements of people who are nearby. And when you connect Canvas to a webcam, the stand is able to reflect the entire human silhouette. An unusual pattern is created due to the three-color coloring of the sneaker: red and blue on the sides of the model and white in the middle.

As part of the campaign, Converse also asked three designers to create thematic advertising elements. So, the German collective Mentalgassi presented its abstract version of the flag, made using photographic materials, graphic details and various color layers. Dutch artist Diederik Kraaijeveld assembled sneakers from elements of wooden floor coverings of the basketball court. The third work was presented by the French designer Olivia Fremineau, who embodied the spirit of brand independence in an interesting mix of photography with an art installation.

All the work of the designers was exhibited at the Converse party in early June. During the campaign, two windows with dancing sneakers were displayed at the largest Converse retailers, the Paris Courier and the Converse Store in Berlin. Currently, Canvas display cases amaze passersby in Barcelona, ​​Madrid and Milan. This summer, "live" sneakers are expected to visit the UK.

Recall, the Perfect Fools creative agency created brilliant campaigns for brands such as Coca-Cola, Nike, McDonald's, Saab, Samsung, Electrolux and Kraft Foods, writes sostav.ru

In the advertising campaign of the shoe brand, the geniuses of creative art have assembled a live ensemble of almost 500 models ...
5
1
Rating

Latest News

The Paris Commune has released a space-themed collection

The beauty of the night sky and myriads of twinkling stars, alluring and mysterious, have always fascinated and delighted people.
12.04.2024 209

Levi's is dropping shoes

On April 3, during a conference call with analysts to discuss the quarter's financial results, Levi's CEO Michelle Gass announced the closure of the company's footwear business, writes...
12.04.2024 260

Online store CDEK.Shopping named the most popular shoe brands

A service for ordering goods from popular brands from abroad, CDEK.Shopping, analyzed the demand of its customers in the “Shoes” category. The most popular shoe brands were Nike and New balance; the top five also included Adidas, Asics and…
11.04.2024 305

TJ COLLECTION celebrated its 30th anniversary by creating a digital fashion museum

The clothing, footwear and accessories brand TJ COLLECTION attracted HSE students to collaborate and created a museum in the Spatial metaverse. The space is dedicated to the brand’s thirtieth anniversary. The exhibition presents fashion trends of recent decades. And just...
11.04.2024 321

Lanvin has updated its collection of ballet shoes for the Spring '24 season

The new Lanvin Ballerina collection features 14 new shades and materials, including pink and light green nappa leather, raw edge indigo denim, raffia and leopard print calfleather…
11.04.2024 349
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning