Converse Rated One Star
Converse
Rated One Star
From sporting icon to cultural outsider, the Converse One Star has had an exciting life.
This year Converse have released a new take on the iconic 1974 One Star sneaker for Spring. Tapping into the heritage, they enlisted global influencer and artist talent to generate high impact visuals for the new range to be used for an OOH and guerilla campaign across Western Europe. They approached Stereo to localise the One Star brand experience into the fashion hub AKA London.
Emotions
Establishing a strong countercultural following, the sneaker has a raw energy that resonates with its idealistic young wearers. The campaign creative needed to bring the Rated One Star attitude - giving the One Star a second life and cementing its place in the Converse line-up.
Create
Creative featured stars including Tove Lo, Mabel McVey, Leo Mandella and A$AP Nast, each bringing their unique attitude to create a bold statement for takeovers across London and Berlin. Output spanned buses, Digital Escalator Panels, Westfield LEDs, flyposting and billboard takeovers across key sites.
Impact
The activation has had significant impact across it’s target audience, with high reach across social channels and increased product sales. Activity culminated in London with the “One Star Hotel”, which had “staff with attitude, loud neighbours, the freshest sneakers as standard and all-nighters in shoebox rooms”.
