Branded entertainment is in an early stage in Latin America. When it comes to public spaces, brands support already successful places over forgotten areas of the city. Converse Highways, a project about recuperating public spaces for the youth, had to deal with public spaces that nobody wanted to be responsible for in addition to unhelpful city officials, for whom community improvement was not a priority.

Forgotten spaces under the highways were the pillars of this project. After months of presentations, phone calls, and red tape, we finally found a way to make it happen for the good of local communities.

The media team understood that the nature of the brand and the target needed mediums that would allow the campaign to be an invitation more than a brand monologue. The final objective was to find more meaningful ways of making our target feel like part of the brand and in turn, bring to life the belief that unleashing the creative spirit will change the world.

We used the power of color to recover forgotten spaces, strengthen communities and unleash local creativity. We transformed these forgotten and abandoned areas, and gave them back to local artists so they could express themselves through music, art and a sense of community. These areas became living, breathing spaces where bands could perform, skaters could practice, artists could unleash their creativity and neighbors could connect.

20,000 people visited Converse retail stores in Mexico and Brazil to get the tickets to the main events.

2,000 sneaker color interventions” were rendered by local artists.

1,500 handmade Colors t-shirts were made during the events

Thousands of earned impressions by our target interacting with the new sneaker colors on Facebook, Instagram, and Twitter.