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Converse made the legendary sneakers dance
23.06.2011 5274

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.
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