Sneakers Would

Amplify + Converse reward the curious with unforgettable journeys around London...

Challenge

Amplify were challenged by Converse to launch their new ‘Back Zip’ range.

Insight

The Converse audience’s attitude runs through the brand itself, whether it’s rock stars throwing hotel room parties, basketball players hitting the streets or pro-skaters tearing up a shopping mall.

Strategy

Amplify brought that attitude to the heart of the campaign. We went out to show the UK exactly what it means to be a ‘sneaker’.


Solution

#SneakersWould

A digital, print and outdoor media campaign culminating in four unexpected journeys for top Youtube content creators, designed to demonstrate and provoke the sneaker attitude.

Our audience was given the choice to drop all their plans and jump onto a bus into the unknown. Those who did were rewarded with unforgettable journeys.

Highlights included finding a Mystery Jets gig on the canal, an underground Mexican wrestling event in East London, breaking into the 100 Club via the stage door and a dance off in an East London pie and mash shop.

There was also a secret alternative ferry ride to Bestival, including sets from Horse Meat Disco, Optimo, Wookie and Aeroplane.

 

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Converse Sneakers Would