Title | FALL09 LYRIC CAMPAIGN |
Brand | CONVERSE |
Product / Service | FOOTWEAR AND APPAREL |
Entrant | WIEDEN+KENNEDY SHANGHAI, CHINA |
Entrant Company: | WIEDEN+KENNEDY SHANGHAI, CHINA |
Advertising Agency: | WIEDEN+KENNEDY SHANGHAI, CHINA |
Credits |
Name | Company | Position |
---|---|---|
Nick Cohen | Wieden + Kennedy Shanghai | Executive Creative Director |
Nick Barham | Wieden + Kennedy Shanghai | Executive Creative Director |
Julie Liu | Wieden + Kennedy Shanghai | Creative Director |
Matthew Carey | Wieden + Kennedy Shanghai | Copy Writer |
Kei Chan | Wieden + Kennedy Shanghai | Copy Writer |
Tea Qiu | Wieden + Kennedy Shanghai | Art Director |
Aaron Phua | Wieden + Kennedy Shanghai | Art Director |
Kerli Teo | Wieden + Kennedy Shanghai | Executive Producer |
Angie Wong | Wieden + Kennedy Shanghai | Senior Producer |
Jimmy Fang | Wieden + Kennedy Shanghai | Art Buyer |
Julia Yu | Wieden + Kennedy Shanghai | Producer |
Liu Feng | Wieden + Kennedy Shanghai | Agency Director |
Ben Tseng | Wieden + Kennedy Shanghai | Agency Editor |
Jacky Mei | Wieden + Kennedy Shanghai | Agency Editor |
Momo Wu | Wieden + Kennedy Shanghai | Designer |
Vivian Chen | Wieden + Kennedy Shanghai | Account Manager |
Adrian Lai | Wieden + Kennedy Shanghai | Senior Digital Producer |
Morris Lee | Wieden + Kennedy Shanghai | Digital Designer |
Rodion Yudasin | Wieden + Kennedy Shanghai | Communication Planner |
Anne Halvorson | Wieden + Kennedy Shanghai | Account Director |
Continuing to support indie music in China, in Fall 2009 Converse extended its support to 11 other countries throughout Asia Pacific. Turning the spotlight on the fans, the Converse Lyrics campaign celebrates the passion of indie music fans from across Asia and invited them to participate in an open creative process between fans and bands.
We received over 2500 lyric submissions, more than 3500 kids showed us their moves in the open casting event for the "Let's Play" Music Video. 75 kids were cast in the final video, and it has been viewed over 2 million times. With no media dollars invested in TV, the video was picked up and broadcast on MTV Asia. During the 6 month campaign, we had 6000 audience creative contributions, 85000 new members joined Converse online groups, 42000 downloads of campaign content and 4.4 million site visitors.
The brand launched its first ever blog across Asia, channeling stories from insiders in local scenes. On the campaign site, we featured songs and lyrics from 28 indie bands from 11 countries, helping them reach audiences beyond their local scenes. As a tribute to fans, Converse introduced a Lyrics Contest, inviting kids to write lyrics to a song created by Beijing indie band Queen Sea Big Shark. The song came to life with a nationwide open casting call event that captured kids on film to then star in the music video. The campaign launched via retail, outdoor, print, digital, PR and event.