A 10-week campaign unleashing the creative spirit of young talent in Peckham...
ChallengeAmplify were challenged by Converse to launch the new CONS product range. Converse wanted to credibly connect with young, creative males in the UK.
InsightThe target market is rife with scepticism toward brands; the more influential and discerning the audience, the more cynical they are towards brands entering their arena.
Strategy For a campaign to resonate, it needed to be driven by the audience, not by the brand.
Cons Project LDNA 10-week campaign with a converted warehouse in Peckham at its heart.
Amplify partnered with 5 young London heroes (representing skate, music, art and style) to turn an abandoned warehouse into a huge creative hub boasting a gallery, recording studio, workshop, nightclub, library and even an outdoor skate park.
The result was a full program of 58 day and night events, powered by Amplify but created by the audience, ranging from parties, creative workshops, panels and more. And we converted the space, making it fit-for-purpose and to leave as a legacy to Peckham.