Promote the new Converse Padded Collar sneakers using Footlocker in-store media and build greater awareness of this product in the 16 to 24 year old target audience.

These 'Cataphiles' are cool urban explorers who, inspired by the Converse Padded Collar sneakers on their feet, illegally enter the disused catacombs and tunnels that exist beneath the streets of London and Paris. Driven by curiosity and creativity these 'Cataphiles' hang out underground and create their own secret parties, gigs and graffiti galleries. To tell the 'Cataphile' story in-store we subverted stereotypical tourist postcard packs. Using this graphical style we created packs of 'Cataphile' postcards. So, where you normally expect to see the above ground sights of Paris or London, we instead showed the underground views.

These 'Cataphile' postcard packs were used as a gift with purchase of Converse Padded Collar sneakers in Foot Locker stores across Europe. In a very short time they sold out.