Spark Progress: the creative target
Wieden + Kennedy kicks of Converse’s larger SP19 campaign and it does it honoring creative women.
Converse has always been a successful brand within a young and underground audience, not needing much of an effort to attract the ‘grunge-like’ to their canvas-made Chuck Taylor. In “Spark progress” they don’t defraud them.
Setting ground on key places around London (like Hackney or Peckham) and adding to the mix an analog aesthetic full of colour, music and grain, the recipe it’s just made for success. Was there anything to be exploited within their radar? Yes it was, and they have covered it too.
During the last years we have seen arise the voices of women around the globe, and although the rise of the feminism and the empowerment of women has political roots, the movements have developed into more notorious phases within the creative industries and even, yes, let’s say it, trends within advertisement. We’ll have to agree on this: women are now very popular characters, which is why every day more brands are recurring to women voices to tell their stories. While this doesn’t mean the fight is over, it does mean that messages of feminism are being sold and used for selling.
Although I am not accusing Converse of using women as a tool of selling taking advantage of the time we live in, I am pointing at the fact that they too have decided to recur to female narrators of their story. In this case, the London based agency has chosen Ama Lou (Singer-songwriter), Raye (Pop artist), Lava La Rue (skater), Feng Chen Wang (Chinese-born fashion designer) and Paria Farzaneh (Iranian menswear designer).
All 5 women have taken part in the creation of this ad, whether this is just a a campaign following a particular trend or a genuine movement of support to creative women, the truth is that their narrative and visuals are just impeccable.
In conclusion: An instagrammable #analogue-vibes video. If you have ever enjoyed a walk around the Columbia Road Flower Market in London, you are going to want a pair of Converse.