Converse
Campaign
You're It – A Celebration of Creativity & Self-Expression
The "You're It" campaign was designed to ignite creativity and inspire a new generation of youth to step outside their comfort zones and create. Converse has always been a brand that champions individual expression, and this campaign took that ethos further—by turning everyday spaces, discarded materials, and unconventional objects into bold works of art.
We collaborated with emerging artists from across Asia, inviting them to reimagine their surroundings using unexpected materials—from recycled plastics to urban debris—to build immersive, large-scale installations. Each creation was a testament to how creativity can flourish anywhere, with anything.
Beyond celebrating the final pieces, the campaign emphasized the process of creation itself—showcasing the raw experimentation, problem-solving, and personal expression that goes into making art. Through a mix of digital storytelling, interactive content, and physical activations, we empowered youth to see creativity not as an elite skill, but as something accessible, playful, and limitless.
By highlighting creativity in its most unfiltered form, "You're It" became more than just a campaign—it was an open invitation for young creators to make their mark on the world in unexpected ways.
Result & Impact
The "You're It" campaign successfully positioned Converse as a champion of youth creativity and self-expression, sparking engagement across digital, social, and physical spaces. By transforming ordinary materials into extraordinary works of art, the campaign inspired a new wave of young creators to rethink what’s possible—not just in art, but in how they express themselves through culture and style.
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Massive Youth Engagement & Participation → By inviting real artists from across Asia to create with unconventional materials, the campaign resonated deeply with young audiences, driving organic engagement and participation both online and in real-world activations.
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Increased Brand Relevance & Cultural Connection → Converse strengthened its cultural footprint by tapping into the DIY art movement, reinforcing its role as a brand that doesn’t just sell sneakers—but fuels creativity, individuality, and expression.
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Social & Digital Amplification → The campaign’s bold visuals and behind-the-scenes process storytelling led to high shareability on social media, driving conversations and further expanding the reach of the movement.
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