youthful arrogance
the challenge
Converse sought to relaunch their heritage shoe The Weapon with NBA star Shai Gilgeous-Alexnder featuring in a campaign aimed creating live activations for Gen Z audiences in London and Paris. ON ROAD’s challenge was to capture the essence of youthful arrogance and what that means in today’s world
ON ROAD categorised insights into three key strands that feed into strategic recommendations; boldness, belonging and individuality.
the insight
The recommendations centred on leveraging the brand’s legacy and creating spaces that offer meaningful experiences that touch on each of the themes.
These findings helped Converse in tailoring brand activations that our audiences could resonate and identify with in their respective cities, by creating meaningful moments that spoke to their interests and creative lifestyles..