Converse Turns Sneakers Into Wall Of Gaming, Music And Mirror Imaging

This past spring, Converse created The Canvas Experiment -- a giant moving wall containing close to 500 Converse Chuck Taylor All Stars in red, white and blue. Or 20 shoes high and 24 shoes wide.

The first two online videos created by Perfect Fools, which created the whole campaign, showed the Canvas in sync with either a drum or electric guitar. Whenever the drums were hit or a guitar chord strung, certain parts of the Canvas moved to represent equalizer graphics like volume and frequency.

Two mini window installations of the wall were added to Converse stores in Berlin and Paris. These walls mimicked the movements of passersby. When interacting with the large wall, users could physically render any image or photograph onto the Canvas, play video games and watch films. Users could also see their shadow rendered in the sneaker wall when it's connected to a webcam.

The campaign was created as a way to continue with the brand's position as an independent and edgy sneaker while promoting the latest Chuck Taylor All Stars.

Tags: ad campaign
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2 comments about "Converse Turns Sneakers Into Wall Of Gaming, Music And Mirror Imaging".
  1. Sam Schoemann from Titmouse , August 22, 2011 at 8:02 p.m.

    Why is this on a Media Creativity blog? Isn't media the platform on which you communicate your creative? If so, wouldn't the media be free as it was on YouTube?

    To me, there's a total disconnect between the shoes and creative execution. What's edgy and independent about a large, electromechanical board that flips what I think are shoes? Just because you can, doesn't mean you should.

    The "images" of the shoes patterns are really difficult to see/understand. I think the who idea makes the Converse brand look old, if not strangely self-conscious.

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