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In 2008 Converse Inc. will commemorate its centennial year as one of the world's most coveted, iconic brands with the global launch of a new advertising campaign entitled "Connectivity."
This new campaign celebrates 100 years of disrupting the status quo and features legendary icons from the worlds of music, art, sports and fashion. Rolling out around the world from February 2008, "Connectivity" is a striking artistic showcase of true originals who define the essence of the Converse brand since 1908. The advertising visually ‘connects' past and present Converse icons brought together by their optimistic rebellion and homage to the Chuck Taylor® All Star® shoe.
Legendary icons featured in the global campaign include the ultimate 20th Century rebel, James Dean; gonzo journalist, Hunter S. Thompson; and Sex Pistols bassist and original punk idol, Sid Vicious. These cultural heroes from the past are shown ‘connecting' with today's influencers including female rocker, Joan Jett; eclectic urban music star, M.I.A; Green Day's infamous Grammy award winning front man, Billie Joe Armstrong; Grammy award winning hip hop star and actor, Common; basketball player and Converse athlete Dwyane Wade; and lead singer of the Yeah Yeah Yeah's, Karen O. Additional regional icons include Ian Curtis (UK), Jefferson Hack (UK), Carlos Diez Diez (Spain), Jane Birkin (France), Nina Hagen (Germany), Kim, Jung Man (Korea), Cui Jian (China), Darren Cordeux (Australia), Jose Fernando Emilio (Mexico) and Sandro (Argentina).
"Converse is the footwear company that was first in sports and first in rock ‘n' roll. We are extremely proud of our history and excited about our journey into the next century. Connectivity is an exceptional global campaign that fully captures our spirit and brand ethos celebrating true originals. The campaign is bold and iconic saluting those people - past and present - who push the boundaries of creativity, who inspire originality and who embody the values of the brand." said Geoff Cottrill, Chief Marketing Officer, Converse.
The global advertising campaign will be unveiled in over 75 countries across the EMEA, Asia Pacific and the Americas via a mix of impactful print and outdoor, digital and integrated brand marketing executions. Regional adaptations of "Connectivity" will roll out locally throughout Spring 2008 with country specific Converse icons joining the campaign and legendary line-up. "Connectivity" is a fully integrated marketing campaign created by New York City based creative agency Anomaly using distinctive and optimistically rebellious creative direction completely shot in monochrome and using hand-painted straplines and logo placement. For more information about Converse and the campaign visit http://www.converse.com/.
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