Manifesto, Research, Voice & Tone
Sometimes the right tool for brand amplification is a megaphone, and you need words worthy of writing on the wall.
Case Study: A Youth Manifesto for Converse
Converse, the footwear and apparel company, wanted to reconnect with the Daring Spirit of Youth.
It wanted something more vivid than a demographic pack to use to brief its advertising agency.
Converse hired me to try and textually embody its target audience.
I wrote a series of poems and dialogues emulating its audience’s language, digging deep to find and surface heroic creators the brand could later reference and aspire to influence.
The work was part of a briefing pack that led to the “Forever Chuck” work under its Daring Spirit of Youth banner.