Converse
Life in
Lyrics
Converse has a rich heritage in music. So in an effort to tap into Asia's vibrant indie music scene, we emphasised the bond between bands and their fans. Especially the way they identify with each other and their lives through song lyrics.
We wished to speak with them authentically, so rather than use our own manufactured lines, we drew our messages from music that resonated with our youthful target audience. These were drawn from local and international indie bands. Through social media we identified the most quoted song lyrics and featured them in print and social communications.
On the campaign site we featured the songs and lyrics of 28 indie bands from 11 countries and helped them reach audiences beyond their local scenes. Also, playlists were curated across music streaming platforms such as Spotify, QQ Music and Netease
We then collaborated with Beijing indie band Queen Sea Big Shark to compose an original song, and then invited our audience to write the lyrics.
Poster
Poster
Translation:
Youth seems so perfect that there’s no time to waste.
Poster
Poster
Translation:
Great thinking allows me to imagine.
Poster
Translation:
The entire world is inside
your body.
Poster
Translation:
We keep drawing a circle and its end is only the beginning.
Outdoor
Outdoor
Outdoor
Instagram Gifs
Gifs showed the fun and energy of nights out and in. They linked to our online store.
Taobao Online Store
Spotify Playlists
We curated playlists on streaming services of both recorded and special live sessions from featured artist concerts.
Digital Hub
Everything was hosted on a Converse site featuring a number of indie artists. People were encouraged to upload images and videos of their nights out and we facilitated discussions about music and lyrics through blogs.
Digital Hub
Featured artists were able to share with an audience outside of their local scenes.
Digital Hub
And of course, all Converse products were available to purchase.
Online Film
People were invited to write the lyrics for Beijing indie band Queen Sea Big Shark's latest song.
Lyric Contest
The competition was run through WeChat social site.