Media > Use of Media
THE CANVAS EXPERIMENT
PERFECT FOOLS, Stockholm / CONVERSE / 2011
Overview
Credits
Overview
Effectiveness
As of May 23, the Canvas films have received 27,656 likes on Facebook and 125,168 views on YouTube. The films were released one by one, and have now been live between one and four weeks.
Execution
Our solution grew out of the successful Converse Flag, a static physical construction of red, white and blue Chuck Taylors in the shape of an American flag. The Flag gave us an idea: it’s exciting to turn the shoes themselves into content – but what if instead of one content type we could use them to communicate any engaging experience? We spend so much time and energy promoting products through screens, wouldn’t it be inspiring to make the screen itself out of product?
The Canvas activity consisted of the highly technical Canvas Shoe Screen itself, which appeared in the windows of several key retailers around Europe. And it integrated with a program of online promotion driven by films, including features on Converse’s owned media and in Converse’s social marketing platforms.
Strategy
The goals: 1) to celebrate Converse as an advocate and a catalyst for independence and 2) to elevate the Chuck Taylor All Star in Spring 2011, keeping two guiding concepts in mind: “Chuck Taylor All Star: a blank Canvas for self-expression” and “Converse: independent enough not to follow”.
The idea: use Converse’s most iconic product, the Chuck Taylor All Star, as the vehicle for delivering a unique and exciting experience to their highly engaged target audience. The Canvas is a fully-functional low-resolution digital screen built out of 480 Chuck Taylors, each connected to a servomotor enabling 180° rotation. The shoes act as pixels, making it possible to render images and animations.
By transforming the shoes themselves into an all-new type of Canvas for self-expression we demonstrated once again the independent thinking embodied by the Converse brand.
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