Converse Concept

    Converse Chuck Taylor All Stars are an iconic American shoe.  This ad would be successful for both print and video.  The Chuck Taylor is the sort of shoe that you get dirty, a travelers shoe.  They look better with age and you sort of wear them until they fall apart.  I want to convey that Chucks are a shoe that you get dirty and really experience life and make memories in.  I would really love to have a visual conceptualizes memories in a pair of worn in Chucks because it is something I feel a lot of people can relate to.
   I like the idea of a worn pair of Chucks and some sort of copy describing a memory associated with a scuff or stain.

1. Describe the challenge.
   Reinforce Converse as an iconic shoe, a common denominator that many can relate some memory to.
   
2. Who is the target audience?
   Young adults 17-25 who enjoy music, art, fashion, food, and design.  These people go to concerts and festivals and travel frequently.  They probably are trendier in dress and wear Converse because they are an iconic American shoe that they have likely worn at some point in their life.
   
3. What does the audience currently think about the brand or group?
   The audience thinks that Converse is a casual shoe one wears for every day wear that they do not have to worry about keeping nice.  They can go anywhere in their Converse and be comfortable.  The shoe is functional and can be dressed up or dressed down which gives them a convenience.
   
4. What would we like the target to think and feel?
   We want them to see the versatility of the shoe and to see it as a common thread between themselves and other wearers or even a former self.  We want them to associate their Chuck's with a pleasant memory of travel or revelry in their chucks.
   
5. What facts, evidence, or thoughts will assist this change of thinking?
   A change of thinking is not what this ad is going for.  I am looking to reinforce the brand and its essence more than anything.  The idea that Converse is an iconic brand and that the Chuck Taylor is every man's shoe that goes anywhere is the big idea.
   
6. What is the brand's essence?
   Chuck Taylor is a classic American shoe that one can wear anywhere.  They have this newer association with music and to sort of be this rock & roll shoe which isn't necessarily everyone's idea of the shoe but one image the brand definitely puts forward.
   
7. What is a key emotion that will build a relationship with the core audience?
   Nostalgia
   
8. What media will best facilitate our goal?
   Print and some sort of audio visual be it snap shot or video.
   
9. What are the most critical elements?
   Finding the best visual to communicate this message
   
10. What is the single most important take away?
    You can always wear Converse
    
11. What do we want the audience to do?
    Continue to buy and wear Chuck Taylors