The campaign follows a bus tour around six cities held in August. The ads were developed by Wieden & Kennedy and Mindshare, and begin with print and outdoor.
An online trailer of the journey will be released in mid-December while a limited number of the full-length DVDs will be distributed in stores in January. The trailer is available through Chinese video-sharing sites and the brand is reportedly considering an official partnership with online social communities such as Douban to launch a mini-site. An unofficial fan club of Converse exists on Douban.
An online trailer of the journey will be released in mid-December while a limited number of the full-length DVDs will be distributed in stores in January. The trailer is available through Chinese video-sharing sites and the brand is reportedly considering an official partnership with online social communities such as Douban to launch a mini-site. An unofficial fan club of Converse exists on Douban.
