Block party
Dr. J may be a legend in the world of basketball, but to launch Converse’s street culture brand Star Chevron in China, his hall of fame status had only limited appeal. We needed a truly relevant campaign that spoke to the diversity of the entire country. Our idea was to introduce the concept of a Block Party where local community culture from street food, alleyway barbers, graffiti, and dialects can be amplified and celebrated. A nation of 1.3 billion was able to vote on where the launch party would be held.
Teaser video, campaign site, social media, and city-specific wall postings were all used to inspire city pride and participation.
The campaign was a huge success for the brand and was later rolled out to 12 cities across Asia.
Role: Concept/Art Direction/Design • Agency: W+K