The Client
Converse is a popular brand known for its colourful modern basketball apparel, spiraling into different designs and concepts since 1908. In the beginning Converse decided to start a rubber shoe company, bypassing a rubber trust that prevented most companies from doing business directly with their retailers. Today, they provide hip and funky shoe designs that fit to your personality and are sold worldwide.
The Campaign
Converse Africa implemented South Africa’s first live graffiti exhibition with creative suggestions being spurred on via the #clashwall #CT twitter hashtags.
The event, located at the famous yellow Clock Tower at the V&A Waterfront ran from the 28th February till the 3rd March 2014. A local street artist was on hand bridging the gap between outdoor and social media by creating the concepts that were suggested by inspired twitter fans. People were then encouraged to snap pictures and share them amongst social media platforms.
The Result
During the 4 days spent at the V&A Waterfront a total of 431 tweets and mentions were made via Twitter. The project was an immense success where many locals came out to see the concept as it came alive from a drab canvas to an inspiring piece of artwork.
