Denim Tears / For Freedoms / Converse “The Future is Y/Ours. Vote.”

The Brief

Bring the Denim Tears / Converse product to life through storytelling and action thereby speaking directly to the target audience-- inspiring action and conversation through artfully-designed communications creative.

Program Execution

For the release of the Denim Tears/Converse sneaker, Converse and Denim Tears’ founder Tremaine Emory enlisted ICNCLST/ to develop a strategy for the campaign that would center around the 2020 Presidential Election. The goal being to directly and authentically reach the target audience, young voters in swing states, and to inspire both action and civic joy.

ICNCLST/ developed a strategy around the idea that this was about more than a sneaker; it was about starting a conversation about the state of the country and how we move forward. To do this we engaged artist Hank Willis Thomas through his nonprofit For Freedoms to create an artwork around the proposition “Own Y/Our Future. Vote.” For Freedoms and Hank were able to not only bring Tremaine Emory’s vision to life with the campaign, but also lend a level of authority in the creative world as well as an already respected political voice. 

The campaign resulted in consumer engagement in 5 key swing states through grassroots campaigning with various types of printed media and product sell through.

Capabilities

Strategy, Artist Management, Talent Management, Contracting, Communications, Campaign Production