In 2008 Converse commemorates its centennial year with the global launch of a new campaign entitled “Connectivity.” The new effort 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 brand since 1908. The advertising visually “connects” past and present Converse icons brought together by their optimistic rebellion and homage to the Chuck Taylor All Star shoe.
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.
The global campaign will be unveiled in over 75 countries across the EMEA, Asia Pacific and the Americas via a mix of 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 NYC-based Anomaly using distinctive and optimistically rebellious creative direction completely shot in monochrome and using hand-painted straplines and logo placement.