CONVERSE
Dress code 1/2
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コンバースの2010年春夏のシーズンビジュアル及びキャンペーンの企画・制作。 ドレッシーでトラッドな革靴の要素をポップで機能的なスニーカーにミックスし、なおかつスニーカーとしての進化も遂げた今シーズンのコンバースシューズを今までになかった「新種」ととらえ、シーズンビジュアルでは「新種誕生」の瞬間を煙と光を使って表現。 “Dress code 1/2″キャンペーンは1月15日から販売店とWEBで同時スタート。 店頭ではコンバースシューズをお買い上げの方にオリジナルカラフル靴べらキーホルダーを進呈。WEBはコンバースオフィシャルサイト内に”Dress code 1/2″キャンペーンページを設置。 シューズコンセプトにそったおもしろムービーで展開されるWEBゲームを実施し、毎週金曜日に新ストーリーを公開。ストーリーをすべてクリアした方の中から抽選で世界に一足の超激レアシューズをプレゼント。3月には新宿にて屋外イベントを実施予定。WEBと街を使ったクロスメディアキャンペーンとして展開。 ムービーストーリーは、”カジュアルとフォーマルの融合”をテーマに開発された今回のコンバースシューズのプレスエージェントとしてストリートパフォーマー”FUNNY BONES”に任命。彼らが、3月に実際の街中で開催されるイベント『Dress code 1/2 de Show』を成功させるべく武者修行の旅に出るというもの。 WEBゲームの中でシューズを使ったおバカな修行を繰り広げ、3月にはその集大成として新宿の屋外イベントでパフォーマンスを披露。また、イベントではパフォーマンスだけではなく、商品展示や一般参加型ゲームを実施予定。
D.K.S.G. planned and created Converse seasonal visual images and a campaign for 2010 SP/SU. We mixed dressy and traditional leather shoes elements with pop and functional sneakers, expressing the moment of "the arrival of a new breed" with smoke and light in the images based on the idea of "new breed" for Converse shoes that also made progress as sneakers this season.
A "Dress code 1/2" campaign has launched for both the physical stores and the web on January 15, 2010.
Original colorful shoehorn-key rings were presented to the customers when they shop at Converse store. "Dress code 1/2" campaign web pages were placed in the official site of Converse.
We executed funny web animation games designed for the shoes concept with fresh stories released every Friday. A pair of super rare shoes will be given to the winner chosen by lottery after clearing all of the stories. It is only shoe in the world. An outdoor event is planned to be held at Shinjuku in March. It will be executed as a cross media campaign utilizing the web and street.
For the movie stories, a street performer duo, "FUNNY BONES" was designated as a press agent for Converse shoes developed on the theme of "assimilation of casual and formal" this time. They went for the knights-errantry to bring about a success to the "Dress code 1/2 de Show" event planned to be held at street in March. They perform ridiculous training using shoes in the web game. The fruit of their training will be shown at the outdoor event at Shinjuku in March.
In addition, at the event, you will enjoy not only their performance, but also the products display and games for public.
ドレッシーでトラッドな革靴の要素をポップで機能的なスニーカーにミックスし、
なおかつスニーカーとしての進化も遂げた今シーズンのコンバースシューズを今までになかった
「新種」ととらえ、シーズンビジュアルでは「新種誕生」の瞬間を煙と光を使って表現。
We mixed dressy and traditional leather shoes elements with pop and functional sneakers,
expressing the moment of "the arrival of a new breed" with smoke and light in the images based on
the idea of "new breed" for Converse shoes that also made progress as sneakers this season.
雑誌広告(4C1P、4C2P)、シューズ業界紙、JR原宿駅サインボード、表参道駅電照看板にて掲出。
It advertised it with the magazine(4C1P,4C2P), the shoes trade publication,
the JR Harajuku Station signboard, and the Omotesando Station signboard
コンバースオフィシャルサイト内に"Dress code 1/2"キャンペーンページを設置。
プロダクトコンセプトをわかりやすく表現した商品紹介ムービーも掲載。
WEBゲームや商品紹介ページの他にNEWSブログでは、キャンペーンの途中経過やプレゼント情報、
雑誌編集部の皆様にもご協力頂きシューズにあったスタイル提案のネタ等も頻繁に掲載していくことで、キャンペーンを煽った。
The campaign pages for "Dress code 1/2" were placed in the official site of Converse.
Product introduction was also carried with a movie to provide an easy-to-understand explanation on the product concept.
The campaign was powered with frequently-updated information on the CP report,
the gifts and the styles to match the shoes with the cooperation of the editorial departments of magazines.
キャンペーンツールとして、商品カタログリーフレット、リーフレット設置用ボックス、A4POP、
店頭ノベルティのオリジナルカラフル靴べらキーホルダーを制作。
D.K.S.G. produced leaflets, boxes to place the leaflets, A4-sized POP
and original colorful shoehorn-key rings as campaign tools.
"Dress code 1/2"キャンペーンは1月15日から販売店とWEBで同時スタート。
店頭ではコンバースシューズをお買い上げの方にオリジナルカラフル靴べらキーホルダーを進呈。
WEBはコンバースオフィシャルサイト内に"Dress code 1/2"キャンペーンページを設置。
シューズコンセプトにそったおもしろムービーで展開されるWEBゲームを実施し、毎週金曜日に新ストーリーを公開。
ストーリーをすべてクリアした方の中から抽選で世界に一足の超激レアシューズをプレゼント。
3月には新宿にて屋外イベントを実施予定。WEBと街を使ったクロスメディアキャンペーンとして展開。
A "Dress code 1/2" campaign has launched for both the physical stores and the web on January 15, 2010.
Original colorful shoehorn-key rings were presented to the customers when they shop at Converse store. "Dress code 1/2" campaign web pages were placed in the official site of Converse.
We executed funny web animation games designed for the shoes concept with fresh stories released every Friday. A pair of super rare shoes will be given to the winner chosen by lottery after clearing all of the stories. It is only shoe in the world. An outdoor event is planned to be held at Shinjuku in March. It will be executed as a cross media campaign utilizing the web and street.
キャンペーンのWEBで展開されたストーリーは"カジュアルとフォーマルの融合"をテーマに開発された
今回のコンバースシューズのプレスエージェントとしてストリートパフォーマー"FUNNY BONES"に任命。
彼らが、3月に実際の街中で開催されるイベント『Dress code 1/2 de Show』を成功させるべく武者修行の旅に出るというもの。
WEBゲームの中でシューズを使ったおバカな修行を繰り広げ、3月にその集大成として新宿の屋外イベントでパフォーマンスを披露。
また、イベントではパフォーマンスだけではなく、商品展示や一般参加型ゲームを実施。
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