“Google+ Converse Garage” was launched in London in 2013. In this open space, fans were given the opportunity to experience & experiment with tech in the real world, with 6 days of workshops where fans were challenged to smash up, redesign and rebuild the iconic Chuck Taylor. To bridge the gap between the physical Garage space and the Converse Google+ community, there were Hack-a-long sessions broadcasted via a Google+ Hangout on Air. There were open viewing periods for the public to see the action in real time, as well as a gallery featuring the most creative Chuck Hacks to date.

In June 2013, Google+, Converse and Creative Social partnered to launch an experiment at Cannes Lions targeted at artists and techies. The Creative Social members were all sent an open brief asking them to “Hack a Chuck”. This led to some very inspirational designs, with the activity being brought to life through the Converse Google+ page. Challenging the strong Converse Google+ fan base to smash up, redesign and rebuild the iconic Chuck Taylor was a daunting feat and resulted in mind-blowing creations.

Results:

100s of Hacked Chucks

1M new followers on the Google+ Converse page