Converse is helping kids gear up for school with a new collection of apparel, shoes and backpacks, with a gif-heavy campaign featuring Stranger Things star Millie Bobby Brown that starts today (July 27).
‘First Day Feels’ highlights the butterflies kids get building up to that first day of school. The concept of the campaign by Big Spaceship banks on the fact that everyone’s had those feelings, adults included – whether starting a new career or moving to a new place. Big Spaceship brought it to life with content geared to illustrate the first day feels, with Converse there every step of the way.
The campaign features 32 reaction gifs that are meant to be shared. The gifs express the wide range of emotions that come with the first day of school. Since gifs have become a huge form of self-expression for teens, Converse felt it was important to create a new visual language that teens can use for that first day back to school where emotions are high.
60- and 30-second videos were also created to showcase the campaign, which will live on Converse’s website and social channels as well as paid media outlets like Buzzfeed and Teen Vogue in North America, the UK and France. The gifs can be found on Giphy and Tenor as well.
Converse is posting the gifs on Giphy and Tenor, not just on its traditional social channels, so they are easily discoverable by the target in a way that is native to both the platforms and how the target uses social. In doing so, the brand is hoping to resonate with its audience in a more authentic way than a straightforward anthem video spot.
Converse also recently introduced its new logo, which is featured on the website and in the campaign.