The collection consisted of mashing up two or three old Converse classics into a new iconic shoe. The examples you see above are the main collection models. Random, unexpected, remixed. Just the way Gen Z likes it.

We’ve crafted the manifesto titled “Question Everything. Even Classics.” that landed on our tagline “Twist what you know to create what you don’t”. That gave way to the attitude and soul of our concept and various powerful executions.

We used London as our global launching hub with several OOHs quickly being picked up by the media and on social. We’ve wrapped buses, hit Shoreditch and other hip places in town, making a big bang. Above are a few examples.

Our campaign featured real Z’ers with an interesting, twisted story (in a good way). From entrepreneurs to designers and artists, people who mash up the past and present in twisted ways to create new ideas for the future.

We activated Instagram and Snapchat in funky ways by making snapstories, topsnaps, IG stories, instant experiences and more to reach Gen Z with cool, interactive content, always inspiring people to twist what they know.