Outside, then outta there. Converse’s ‘Let’s Take This Outside’
Agency: Not known (to be updated)
Client: Converse Australia
There are free shoes out there: all you have to do is find them. Converse’s new campaign places shoes in different locations across major cities in Australia, encouraging participants to find them and take home a free pair. Converse gives visual clues to the locations of the shoes on Facebook by providing photos of distinct but tightly cropped architectural details with Cons logo stencilled onto them.
This isn’t a product giveaway campaign. There is little chance that anyone would actually find the shoes, and if they did, they would probably be the wrong size. However, this campaign is effective precisely because the possibility of free shoes exists. The images suggest a neat serendipity of free shoes in an iconographically strong container.
While there is nothing particularly clever about this campaign, its virtue lies in its speed and concision. You see the promo image, you check facebook, you see the clues, you glance at the Cons range (hey, they have nicer shoes than I thought), and voila! the exercise is complete.