Responses by Rosie Lee
Background: The initial “All The Stories Are True” campaign launched in 2018 featuring a host of stories from celebrities and ambassadors to students, skaters and musicians sharing true stories that feature the iconic Chuck Taylor shoe. Building on the campaign, our New York office was challenged to find ways to create a closer connection for Chuck fans to see, hear and tell their own stories. We provided local markets with a suite of options to bring the campaign to life for themselves, from innovative window displays all the way through to confessional booths.
Reasoning: We wanted to connect true stories to Chucks and give local context by telling real people’s stories. We wanted to give meaning and an emotional context to the product. Converse requested that we incorporated over 100 assets into the display. We created a multi-sided window display that presented the assets without having them clash with one another. The windows created a physical manifestation of stories and how we experience them today. We used the messaging as a way to invite and encourage consumers to share their own stories. In-Store, an audio gallery, acted as a conduit for hearing local influencer stories. And, the most involved elements existed in fitting room and as OOH activations with All Their Stories Are True confessional booths.
Challenges: Utilizing both campaign and consumer provided content both throughout the stores and in OOH activation; ensuring that the stories and products were authentic and relevant to each location; and also, offering a suite of options whereby markets could activate the campaign as they needed or wanted, and for it to maintain its impact and integrity at each end of the spectrum.
Favorite details: The consumer interaction loop. More people wanted the chance to be a part of a movement and to share their own experiences. The OOH confessional booths offered consumers a chance to bare all, and share their Chuck stories in a innovative and share-worthy way. The campaign allowed fans to choose how they interacted. They could see stories, hear stories, and then choose to tell their own story, and share it with the world.
Visual influences: Instagram and other social feed imagery, as well as thinking about the environments where people share stories, like bathrooms in clubs and bars.
Time constraints: The time constraint encouraged us to get tight with our concept and consumer interaction right from the start. From there, designing the different elements was an easier and smoother process—we knew exactly what we wanted the functions to be.
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