The Chinese execution is titled ‘NiZhiZhao’ (translated loosely into ‘made by you’). Shanghainese group Super Nature, a collective that specialises in interactive digital art installation and experiences, is leading the summer campaign. Its work uses daily objects such as light bulbs and toys to recreate a wonderland of childhood memories and fantasies.
Super Nature is just one of three groups featured in the campaign. A Taiwanese student Bang Yao Liu has created a ‘Plastic City’ entirely from materials like cups, utensils, rubbish bins and more. The final participant is Be Our Friend, from Bangkok. Its ‘Dream Catcher’ project repurposed materials from bikes and old TV sets.
Each creative stage of ‘You’re It’ will be documented and photographed. Videos and pictures are being displayed in retail outlets and are viewable on Converse’s website — www.converse.com.cn. Visit Converse Hong Kong for the English version of the campaign.
Converse also invites the public to put their own creativity into action with a series of ‘How To’ challenges. The brand will initiate a topic each time and ask for a solution with a minimum of ten steps. The best work will be showcased on the website and retail outlets. This digital component is being carried out in conjunction with Poco.cn, a Chinese social networking site. Converse has also made space in its blog to share other creative work in the music, art, sport and fashion industries from around the world.
This is the latest work that Converse has supported after the launch of a music project called ‘Love Noise’ in China. Wieden + Kennedy Shanghai (W+K) is the mastermind behind both campaigns.
‘You’re It’ first began in Berlin, Los Angeles and Sydney in January. Other markets, including Hong Kong, followed soon afterwards.
Credits:
Project Your’re It
Client Converse
Creative agency Wieden + Kennedy Shanghai
Executive creative directors Nick Cohen, Nick Barham
Creative director Julie Liu
Art director Tea Qiu
Copywriters Matthew Carey, Wing Wu
Agency producer Kerli Teo
Media agency Mindshare
Production company Gravity Films
Exposure Print, outdoor, digital, event, PR
Super Nature is just one of three groups featured in the campaign. A Taiwanese student Bang Yao Liu has created a ‘Plastic City’ entirely from materials like cups, utensils, rubbish bins and more. The final participant is Be Our Friend, from Bangkok. Its ‘Dream Catcher’ project repurposed materials from bikes and old TV sets.
Each creative stage of ‘You’re It’ will be documented and photographed. Videos and pictures are being displayed in retail outlets and are viewable on Converse’s website — www.converse.com.cn. Visit Converse Hong Kong for the English version of the campaign.
Converse also invites the public to put their own creativity into action with a series of ‘How To’ challenges. The brand will initiate a topic each time and ask for a solution with a minimum of ten steps. The best work will be showcased on the website and retail outlets. This digital component is being carried out in conjunction with Poco.cn, a Chinese social networking site. Converse has also made space in its blog to share other creative work in the music, art, sport and fashion industries from around the world.
This is the latest work that Converse has supported after the launch of a music project called ‘Love Noise’ in China. Wieden + Kennedy Shanghai (W+K) is the mastermind behind both campaigns.
‘You’re It’ first began in Berlin, Los Angeles and Sydney in January. Other markets, including Hong Kong, followed soon afterwards.
Credits:
Project Your’re It
Client Converse
Creative agency Wieden + Kennedy Shanghai
Executive creative directors Nick Cohen, Nick Barham
Creative director Julie Liu
Art director Tea Qiu
Copywriters Matthew Carey, Wing Wu
Agency producer Kerli Teo
Media agency Mindshare
Production company Gravity Films
Exposure Print, outdoor, digital, event, PR
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