Global Initiatives
1HUND(RED) is just the kind of project that should be at Converse’s heart, connecting creativity with Change. It’s a global project from Beijing to Brazil, New York to the Netherlands, Ghana, and Great Britain. Art students and art stars, fashion designers, and the band next door all are joining together to help save lives. There are big names next to small names, no names next to your name. Pick up a pen…
So went the 1HUND(RED) campaign at Converse. To compliment our 100 years of storytelling we asked consumers to donate their creativity for the (RED) campaign. We harnessed the power of art in advancing product creation, and consumer connection – and we saved lives in the process. We sent a box with a “blank white Chuck” and some pens and we didn’t know what to expect. Who would?
But, the response was nothing short of amazing. From the Edge of U2 to Laura Trowbridge of Art School, from Hiroshi Fujiwara of Design to Bobby Shriver of Politics, and from Undefeated to Gary Hume – people wanted to help.
It was the largest, most robust footwear collaboration in history and...
....it saved lives.
– Dennie Wendt, Converse VP Marketing
01
"Open to Change"
We sent our favorite artists, both in and out of immediate networks to four corners of the globe. A simple box of shoes, pens, pencils, and inspiration came back to our office filled with hope and change.
02
From 2D to 3D
It's no surprise that different artists use different media for their creations. We needed the flexibility to honor their brilliance.
03
Attention to detail
All hands on deck to bring these gems to life. The magicians at Converse from Design to Development to Factory Partners delivered nothing short of excellence.
Dr. Rommanelli's "100 Bandages"
04
Brought to life for the public
With a sensational Events & Press strategy, 1HUND(RED) was brought to life at strategic moments throughout the year-long effort.
We asked people to help and they did. We rallied friends inside of our brand.
We found artists, applied their designs to shoes, prepared their stories, and sent these things out into the world.
The press wrote amazing stories along with great product placement. Corporate tradeshows and events were compelling and powerful vehicles.
Retailers loved the product and curated special events with artists.
Our guest artists proudly displayed their shoe on their websites and personally sold a few as well.
It was an audacious and bold undertaking. It was perfectly Converse.
Over $4 million raised and contributed to the (RED) effort
