Original thinkers have been defining the soul of Converse since the brand's inception. Given this truth, we decided the brand's communications would be more compelling if it were created by consumers, not from Converse. The simple premise of 'Brand Democracy' provides consumers with a blank canvas in which to express their vision of originality. For Converse to truly live up to its 'Originality' positioning, the campaign was open to anyone with an inspirational, original thought. This is not advertising developed by a few for everyone, but an effort created by a community, with the Converse brand at the centre.

Brand Democracy launched last August on network and cable television, as well as the web. Initially, eight consumer films aired, with an additional five films for the web. To date, we've now given exposure to some 80 films on television and web. The campaign's web destination, Conversegallery.com, has become the hub to the entire idea. Conversegallery.com is where all film submissions can be viewed and where anyone can get information and resources for their own submission. The brand extended the idea, last December, with artists' interpretations for print magazines, outdoor wall-scapes and new Chuck Taylor shoe designs.