Converse kicked off a new chapter by introducing “Spark Progress” as a larger statement of the brand’s commitment to London youth and aim to co-create and help them achieve their goals. The aim is to empower and enable teenage girls with this platform to spark progress and share their stories with their peers. 

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In Summer/Fall ‘19 Converse will introduce Renew, an initiative that represents their commitment to developing new, innovative and sustainable ways of creating their products.

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Task: Think of a way to enable the teenage girl to bring the platform 'Spark Progress' to life in an authentic way whilst telling Converse's own story of progress with Renew. Develop an integrated digital approach to Renew in which @converse_london plays a central role as a platform in activating Converse's community and enabling the teenage girl to spark progress. 

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CONCEPT

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Concept: Life is too short to waste

Many of gen Z express their willingness towards change but only a few are actually acting on that statement. All the scary future predictions make that first step extra hard and they are looking for someone to show them how to start.

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As Converse is taking their own steps towards a life with less waste with Renew, we want to the show teen girls all kinds of steps to cut waste out of your life. Because life is too short to waste. 

 

Converse will collect and share tips and solutions that are not only focused on environmental footprint but also on inner wellbeing, making waste more relatable for the teenage girl. The goal is to make the first steps easy and fun and to encourage teens to think of their own creative solutions and share them with Converse. By helping and including these teen girls in Converse core activities, they will create an authentic touch to the Spark Progress campaign development. 

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