While completing my master’s at BU, we were tasked with finding an in and a new approach to advertise Converse shoes. After research with the target audience, looking at the trends, we came up with “Weather, Whatever,” to advertise Converse new boots. In our research we found that die hard Converse super fans were at a loss for what to wear during the winter months.

Here’s the video I created that put together our first person qualitative research with Converse super fans, as well as the results of our survey to “#chucks” fans that became the basis of our campaign: