Speak Up › Brand Democracy

May 11, 2006

Speak Up › Brand Democracy
Brand Democracy

 Converse, and allowing their customer base to make their ads for them.

They decided to position Converse as a patron of the arts, a creative enabler in the spirit of Peggy Guggenheim. They asked people to make a cool film that says something about the brand in 24 seconds (the last 6 seconds of titling was done by Butler Shine). They got the word out through posters and ads at creative schools, in Juxtapoz magazine and through personal contacts. The chosen work (by a student or professional) would air on television and be awarded $10,000. Any other film placed on the Website received $1,000.

The results? Converse received 1500 short films. Mr. Butler and his group went through them and chose the best for the television, and next best for the web gallery. They have since received films by name directors, including Mr. Mos Def.

The campaign was great. The films were solid and full of that unbridled creativity that comes from the gut. It was great to see stuff that wasn’t overly analyzed by rooms of professionals. It went straight to the point.

Unfiltered is good.

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