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Group745
Group745
Group745
Group745
Group745
Group745

Converse, "First Day Feels"

04/04/2018
Group745
Advertising Agency
New York, United States
21
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Credits
Converse wanted to appeal to teen girls heading back to school, and position themselves as the go-to-apparel choice to take on Day 1 with confidence. We knew that in order to reach our target audience of 14 to 17 year old females, we had to get in front of them in a way that was authentic and inherently shareable. We saw reaction GIFs as a perfect way for teens to organically share our content with their friends on their own terms, through both public and private social channels. Using data from Twitter, Giphy and Tenor, we mapped the most frequently shared reaction GIFs against First Day Feels and the Converse brand, developing 40+ prompts to elicit each emotion from Millie during a short shoot day.
About Big Spaceship

Big Spaceship is a modern partner to ambitious brands. Ambitious brands break the rules & test the limits. To help them do it, we seek opportunities at the cross-section where stories, systems, and communities overlap. This rich creative territory is where our teams and clients create the best work. We are an agency of 120+ creative people in Brooklyn. Talent from some of the biggest, most interesting companies in the world comes to Big Spaceship to get closer to the work. It’s a place where creative thinkers unite to regain their creative freedom. We value our team’s intangibles, the experiences and traits that make them unique, more than their CVs. We build teams to match businesses. We sit together by project, not department. We recognize that ideas come from everywhere and expect everyone to bring their unique perspectives to the table, professional and personal. It’s how we sustain a culture that consistently defies expectations.