NG CULTURE
Converse consumers were increasingly sitting in the ‘40+ with kids’ bracket. In order to once again play a relevant role with London’s young consumers - they needed to truly immerse themselves in their worlds.
We took the client on a 16-20 year old education in a series of short, documentary style, research films.
CONVERSE:
WE ARE YNG LDN
Painting a more vivid picture of young people in London, we cast 8 individuals through Instagram who’s passions were sport, fashion or skating - the brands key pillars.
All the kids were from totally different boroughs and backgrounds, and had unique stories to tell from their upbringing and their environment.
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Leading an on the ground team of young creatives, we were able to gain trust and build the relationships that would allow us to capture relaxed and honest interviews with each of the kids. None of them had ever taken part in anything like this previously.
Collaboration, creativity and a desire to achieve in order to escape were all themes that reoccurred. They were fiercely proud of their neighbourhoods and communities, whilst acutely aware of the dangers that surrounded them with the rise of knife and gang related crime.
An entreprenurial spirit shone across all individuals and their savvy approach to using social as a networking tool.
We also saw how this 'WE' generation were acutely aware of societal problems and passionate about building a brighter, more
inclusive future.
