The activity was founded on two concepts: “a blank Canvas for self-expression” and “independent enough not to follow”. Our solution grew out of the successful Converse Flag, a static physical construction of red, white and blue Chuck Taylor's 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? The result: The Canvas Shoe Screen – a 4m x 5m screen built of shoes, capable of displaying low-resolution video in real-time.

As this campaign went live on April 29, 2011 we will be updating success results in the coming weeks.