CONVERSE ROCK THE STAR
A fully integrated digital campaign for Converse, in collaboration with Little Burgundy, featuring beloved Toronto rock band, The Beaches.
Creative / Production / Talent Management
A four-song live set was performed at Brockton Haunt in Toronto with The Beaches wearing the new Converse Run Star Trainer. The 360 campaign included dedicated digital and social content for both Converse and Little Burgundy, a music video for Youtube, BTS content made on TikTok for TikTok, and a paid media campaign targeting Toronto and Montréal.
Made for mobile. Best viewed on mobile.
Campaign photography by Becca Hamel featured a custom red star denim patch as a nod to “Rock the Star,” made by stylist Shae Holt. A custom “Blame Chuck” t-shirt, inspired by the band’s “blame tee” series that went viral after the launch of their hit song Blame Brett, was a nod to the Converse partnership and the OG - Chuck himself. These pieces, as well as a limited edition run of Blame Chuck skate decks (as seen on set), were given to friends of the brand, as well as part of a fan giveaway.
The campaign also appeared on Converse.ca as well as a dedicated microsite on Little Burgundy featuring behind-the-scenes content of the campaign, shot on film by content creator Meg Moon.
Meg also shot a library of content on mobile for TikTok including performance-style content for The Beaches channel and more trend-focused videos for the Little Burgundy channel.
Rock the Star was picked up in trade publications across Canada and the United States, dubbing the Run Star Trainer as the “shoe of the summer.”
The Beaches continued to soar into stardom, starting the campaign as Billboard Canada and the Junos Group of the Year and finishing it opening for The Rolling Stones.
The fans and their community called this, “the perfect partnership.”
