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Published on Sep 4, 2013
See more here: http://www.intro-uk.com/work/foot-loc... - Intro created a unique integrated campaign for Converse and Foot Locker Europe focusing on the eco-friendly street art movement of Yarn Bombing.
Yarn Bombing [combining traditional craft with guerrilla art] is fast becoming a worldwide trend. We pulled together a team of hot new international talent -- HOTTEA, MoneyLess, Aimee Dymond, Spidertag and Nittin. They share their art through blogs and social networking but had never met until we bought them together for a 4-day creative 'happening' in Berlin.
The campaign built a narrative of creativity and obsession with a series of TV commercials, digital films, retail executions, outdoor advertising and public interventions. The high-impact campaign connected with Converse's core belief in authenticity and Foot Locker's sneaker-loving culture.
The real street artists, their creations and honest filmmaking ensured that the campaign emanated authenticity, energy and originality. A positive eco-voice from the streets connected with our audience by encouraging them to rediscover and interact with their own environment.
Director: Edmundo Stills photography: Edmundo Creative Director: Mat Cook