The Converse #lovefearlessly campaign was brought alive with the simple notion of normalising conversations through art and storytelling, and to hero the creatives who’s inspiring stories we tell through the lens of Converse.
Thus #lovefearlessly messaging was unfolded via a unique digital campaign that drove the messaging through organic audience engagement, strong individual narratives + art.
Self love, i.e- Loving yourself fearlessly took centre stage through individual narratives of creatives from across different vocations.
We divided the campaign into 3 key campaign driven legs: Valentines Day, #LoveFearlessly Art series & Women’s day curation.
Curation: For each moment we curated a set of 3-4 influencers who fit the brand messaging well and brought with them a unique narrative of their own. The individuals curated ranged from musicians, fine artists, photographers, creative directors and more.
Valentines day: Angelina Pongener | Joan Dominique | Gayathri Mohan
Artists: Osheen Siva | Santanu Hazarika | Aditi Mali | Nidhi Iyer
Women’s day: Aishwarya Suresh | Roshini Kumar | Neelakshi Singh | Maalavika Manoj
To bring alive each unique narrative through the lens of the brand, they deserved a mix of various creative formats to express them in the right manner.
A #lovefearlessly callout for organic audience engagement
An article for each moment.
A lookbook of the influencers wearing their Converse Chuck 70s’ shoes.
Montage video that highlighted the endearing, candid-esque #lovefearlessly messaging.
Voice note creative for each individual talking about what the idea of loving themselves fearlessly means to them
#lovefearlessly Callout To increase audience engagement & focus on the humane aspect of the campaign, we initiated a #callout to the audience to participate in the campaign by answering the question: How do you love yourself fearlessly? People were encouraged to share with us their story through words, videos, images, voice notes. To keep the interest going this was posed as a contest, where the top 5 entries stood a chance to win their own pair of Converse Chuck 70s’ shoes.