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Eschewing broadcast media in favor of highly targeted buys in national magazines, Converse has launched a brand-building campaign designed to link its diverse shoe lines through its existing “Stay true” tagline.
Developed by Boston-based Arnold Communications, the series of 8-10 ads uses deep, red-textured backgrounds and oversized product shots to achieve a distinctive visual feel. The executions include body copy that agency and client executives described as an “edgy” and “humorous” attempt to stand out in a crowded marketplace.
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