Converse: CONVERSE HIGHWAYS

Credits & Description:

Type of entry: Ambient

Category: Special Build

Advertiser: CONVERSE

Product/Service: CONVERSE

Agency: LA COMUNIDAD Miami, USA

Chief Creative Officer: Jose Molla/Joaquin Molla

Executive Creative Director: Jose Molla/Joaquin Molla

Creative Director: Ricky Vior/Leo Prat

Copywriter: Ricky Vior/Leo Prat

Art Director: Sergio Sharek

Account Supervisor: Jose Antonio Hernandez

Producer: Laurie Malaga/Julio Rangel/Marco Arguello

Description of Ambient execution

Converse believes that unleashing the creative spirit will change the world. So this project took that belief and brought it to life in the context of the new “colors” collection launch with the final objective to connect the very people that the brand celebrates.

We used the power of color to recover the forgotten spaces under the highways, strengthen communities and unleash local creativity.

We transformed these forgotten and abandoned areas and gave them back to local artists so they could express themselves through music, art and a sense of community.

These areas became living, breathing spaces where bands could perform, skaters could practice, artists could unleash their creativity and neighbors could connect.

In Mexico, to reclaim this space, we worked with local artists, graffiti artists and sculptors, as well as with architects and urban landscapers for the structural design of the area. Since this was a permanent project, specialists were necessary in considering the maintenance and use of the space in the future.

For the same reason in Brazil, we collaborated with local artists, urban landscapers and skaters to work together and create dual-purpose skate ramps and bench structures that could also be useful to the general public when they weren’t being used by skaters.