Rieker
Converse made the legendary sneakers dance
23.06.2011 5407

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 booth that from afar looks like an ordinary display case. But upon closer inspection, you can see a huge number of “pixels” - 480 brand Chuck Taylor All Stars sneakers, which, moreover, also spin in all directions when a person approaches or with 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, geniuses of creative art put together a live ensemble in almost 500 sneaker models.
5
1
Rating
Midinblu

Latest News

Moscow Central Department Store fined for violation of mask regime

Moscow authorities fined the main luxury store in the capital, TSUM, 1 million rubles for violating the mask regime. This was announced by the head of the department of trade and services of the city of Moscow Alexei Nemeryuk.
25.09.2020 201

International Exhibition of Shoes and Accessories SHOESSTAR presents a new B2B project - online platform BUYERSTAR.RU

In the new season, the BUYERSTAR.RU platform began its work, which was created for direct communication between manufacturers and retailers, and provides an opportunity to sell and wholesale shoes, clothing, accessories and other goods of light and ...
25.09.2020 230

The main model of the Prada Spring-Summer 2021 collection is the cat-heel shoes

On Thursday, the show of the new collection of the Italian luxury brand Prada took place, which was held as part of the Milan Fashion Week in the online format. In addition to the new format, the show was also intriguing by the fact that the first collection was shown on it ...
25.09.2020 431

Сrocs releases Jibbitz calendar for brand fans

The American brand of clogs Crocs is able to attract and retain the attention of consumers. The brand's famous marketing campaign is the Crocs month celebration in October. This year, fans of the brand are invited to celebrate the so-called crocktyabr ...
24.09.2020 326

Adidas Originals adds shine to three of its iconic sneakers

Following the collaboration between Timberland and Jimmy Choo, shoes with glittering Swarovski crystals have appeared in the Adidas Originals collection. The German brand decided to adorn three of its iconic Superstar sneakers with crystals, ...
24.09.2020 339
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning