Mobile First Activation Campaign for Converse
The daring spirit
of today's youth
We found out that today's teenagers have to deal with the pressure of society and global uncertainty everyday. Leading to the highest anxiety and depression rates amongst teenagers in history. They are the digital generation. But in stead of feeling connected, they feel more disconnected than ever.
The #CARELESS campaign uses the One Star to symbolise the rate of one star in a positive way. You have one follower, that's great! By actively adressing to this One Star mindset these girls can become part of something bigger, without the pressure of having to have thousands of followers on Instagram.
Converse isn't about cool
it's about being real