Elevate and protect the Chuck Taylor line through Converse EMEA’S largest activation for Spring 2011, keeping two guiding concepts in mind: “a blank Canvas for self-expression” and “independent enough not to follow”.

Our solution grew out of the successful Converse Flag, a static physical construction of red, white and blue Chuck Taylors in the shape of an American flag. The Flag gave us an idea: it’s exciting to turn the shoes themselves into content – but what if instead of one content type we could use them to communicate any engaging experience? Result: The Canvas Shoe Screen – a 4m x 5m screen built of shoes, capable of displaying low-resolution video in real-time. Our goal with the final design was to keep it as visually simply as possible: shoes and nothing else.

As of May 23, the Canvas films have received 27,656 likes on Facebook and 125,168 views on YouTube. The films were released one by one, and have now been live between one and four weeks.