Nike-owned Converse has taken a dramatic turn in its first major campaign since naming Wieden + Kennedy its creative agency of record nearly one year ago.
“Spark Progress,” created by the agency network’s London office, showcases five young women who embody the next generation of the U.K.’s creative class. By focusing on “empowered youth who are driving their own futures,” the classic sneaker brand looks to update its image by revealing a world beyond the classic Chuck Taylor.
Singer-songwriter Ama Lou, Iranian menswear designer Paria Farzaneh, skater Lava La Rue, pop artist Raye and Chinese-born fashion designer Feng Chen Wang all get time in the spotlight during this extremely colorful 2-minute spot, which kicks off the larger SP19 campaign and features a series of scenes set in neighborhoods across London from Hackney to Peckham.
The company describes these five as “ongoing creative partners” who “each represent the spirit of the Converse brand.”
The women also played key roles in co-creating the campaign, whose tagline is a classic summation of youth culture: “While others are busy deciding our future, we’re busy making our own.”
“Converse have always been a reflection of youth voices and connected to cultural movements in cities like London,” said the company’s vp of marketing for Western Europe, Adrian Fenech. “From talking to young London it was clear that Converse didn’t have to inspire youth—the city and their restless spirit is alive and thriving. But they worry about the infrastructure and support needed to see their potential visions realized—and that’s where we can provide support.”
Fenech also described the campaign as “a statement of Converse’s commitment to London,” adding, “we aim to consistently be a badge of honor for those who truly create, experiment and do things their own way.”
In addition to the above spot, the work will run on Converse’s social channels.
The brand has also created a new London-focused landing page to serve as “a platform to host real stories from the youth collaborating with Converse across the city” and plans to launch a city-focused Instagram account next month under the @converse_london name.
Agency: Wieden + Kennedy London
Campaign: “Spark Progress”
Creative Director: Darren Simpson
Creatives: Freddy Taylor, Andrew Bevan, Philippa Beaumont
Executive Creative Directors: Tony Davidson, Iain Tait
Group Account Director: Francesca Yeates, Paulo Salomao
Account Director: Charlotte Gunn
Account Manager: Amy Emerson
Planning Director: Paula Bloodworth
Comms Planner: Iona Ratcliffe
Planner: Ayo Fagbemi
TV Producer: Michelle Brough, Jo Charlesworth
Design Director: Karen Jane
Designer: Adam Hunt
Motion Designer: Jon Harris
Production Company: Pulse
Director: Paco Raterta
Executive Producer: James Sorton
Line Producer: George Saunders
Director of Photography: Joel Honeywell
Editorial Company: Final Cut
Editors: Dan Sherwin and Kit Wells
VFX Company: The Mill
Exec Producer: Alex Fitzgerald
VFX Supervisor: Fergal Hendrick
Shoot Supervisor and Creative Director: Dan Williams
2-D Lead: Adam Maynard
Music Company: Mr Pape
Sound Designer: Sam Ashwell
Mix Company: 750MPH