Butler Shine Stern & Partners call it "Brand Democracy." We call it smart. Converse, a brand that demands street cred, hosts a site with dozens of consumer-made shorts about the shoes. Visitors are encouraged to make their own 24-second films (not commercials) using pre-approved backing music and guidelines that include critical details such as release forms. The creative is displayed in its entirety online, where you can see the most watched film of the day or the newest films. The best of the best are then aired on television, and the filmmakers get $10,000. From hip to weird to downright cool, everyone is represented.
Client: Converse Agency: Butler Shine Stern & Partners, Sausalito, Calif. CDs: John Butler, Tom Yaniv Agency Producers: Tracy Kurtz, Francesca Prada