As we all know Converse are commemorating their centennial this year and as one of the world’s most coveted, iconic brands comes the global launch of a new advertising campaign for Spring entitled "Connectivity." This new campaign celebrates 100 years of disrupting the status quo and features legendary icons from the worlds of music, art, sports and fashion. Rolling out around the world from February 2008, "Connectivity" is a striking artistic showcase of true originals who define the essence of the Converse.
Legendary icons featured in the global campaign include the ultimate 20th Century rebel, James Dean; gonzo journalist, Hunter S. Thompson; and Sex Pistols bassist and original punk idol, Sid Vicious. These cultural heroes from the past are shown ‘connecting’ with today’s influencers including female rocker, Joan Jett; eclectic urban music star, M.I.A; Green Day’s infamous Grammy award winning front man, Billie Joe Armstrong; Grammy award winning hip hop star and actor, Common; basketball player and Converse athlete Dwyane Wade; and lead singer of the Yeah Yeah Yeah’s, Karen O. Additional regional icons include Ian Curtis (UK), Jefferson Hack (UK), Carlos Diez Diez (Spain), Jane Birkin (France), Nina Hagen (Germany), Kim, Jung Man (Korea), Cui Jian (China), Darren Cordeux (Australia), Jose Fernando Emilio (Mexico) and Sandro (Argentina).
The global advertising campaign will be unveiled in over 75 countries across the EMEA, Asia Pacific and the Americas via a mix of impactful print and outdoor, digital and integrated brand marketing executions. Regional adaptations of "Connectivity" will roll out locally throughout Spring 2008 with country specific Converse icons joining the campaign and legendary line-up. "Connectivity" is a fully integrated marketing campaign created by New York City based creative agency Anomaly using distinctive and optimistically rebellious creative direction completely shot in monochrome and using hand-painted straplines and logo placement.
