Converse has a new round of web films on its site-at this point, what client selling to Gen Z doesn't?-but agency Butler Shine Stern & Partners has upped the artistic ante with intriguing movie posters and outdoor wallscapes touting the Converse web offerings via streetsmart eye candy. "The objective of the outdoor is to make Converse credible in key neighborhoods by using local artists to express themselves on behalf of the brand," says co-CD John Butler. "The artists were free to do anything they wanted, as long as it wasn't political or offensive." That doesn't leave much room to work with, but the results are impressive nonetheless. The outdoor project involved 14 artists and five cities-New York, L.A., Chicago, Miami and San Francisco-but that's not the half of it. The ambitiously wide-ranging campaign also features wildpostings, print ads that target specific demos, as well as an art-driven print series that features an entirely different crew of artists from those who were enlisted for the outdoor. Seen here is the work of Dave Burke and Jay Ryan.
Client: Converse Agency: Butler Shine Stern & Partners, Sausalito, Calif. CDs: John Butler, Mike Shine CWs: Charlie Gschwend, Ed Cotton AD: Mike Hughes