Converse brings three more artists together to launch a fresh new track, Desire, featuring Paloma Faith, Blur's Graham Coxon and Bill Ryder-Jones, formerly of Coral. The release follows last fall's Didn't Know What Love Was track, which united Hot City, Hot Chip and Bernard Summer. The single is available for free download here and is accompanied by a slate of digital and retail experiences.
Anomaly London, Perfect Fools, Unit9 and Intro teamed up on the various components of the campaign, which also includes a microsite, interactive music video and a digital installation at retailer Schuh's London flagship that brings the video to life. Created out of retail agency Intro, the setup involves six old school TV sets. Each features a character from the video and is equipped with a motion detector. Passersby trigger the detectors, causing the characters to follow their movements. Visitors can also connect to the Desire installation via Facebook places and claim exclusive in-store prizes.
Other components of the push include "Living Waveform," a bespoke music player for the track, as well as "scanner banner" ads that pull content from their host sites to create a new video for the track and invite the audience to make their own.