Strategy Launch Campaign for SHAPES Converse

Target Group & Market Research, Creative Strategy, Art Direction, Graphic Design

This project was in collaboration with Converse during my specialization semester at Amsterdam Fashion Institute.

‘I SHAPE MY COOL’ is the launching campaign idea for SHAPES, Converse’s new apparel line.

INSIGHTS: The problem of social isolation and loneliness is getting bigger, especially because of COVID-19. The target group, The Gamechangers are missing spontaneous social contacts. Our other main finding is that brands nowadays focus on the same typical things that are “cool’’. But, The Gamechangers won't be told what is cool, they want to create it themselves.

The campaign will help Shapes to be one step ahead of the competition because we let Gamechangers decide what is cool. The light-hearted quirky nature of the campaign is a perfect way to help with the real problem: social isolation and loneliness.  SHAPES will not just be the platform to express but also to connect.