Built around the STAR CHEVRON logo, we created a nationwide online battle between all major Chinese cities.
Local Slangs from different cities were used to create online video, customizable animated gifs, posters, OOH, to drive traffic to the voting site.
The Converse Block Party featured skate team, street ball games, B-boys, street art, vendors, DJs, and JERU THE DAMAJA from Brooklyn.
Over 4000 people came and partied. The concept became so successful, it was eventually made into a DIY toolkit and shipped out to 12 countries in Asia, and a few more cities in Europe.
Credit: Wieden + Kennedy Shanghai
Converse Creative team