Rooted in youth culture, Chuck Taylor has been and will continue to be, an ever-lasting symbol — never a trend. Chuck is 100-years old, and still brand new. To bring the street style icon to today’s generation, the “Forever Chuck” campaign launched this past February as the first global initiative to serve the encapsulating spirit of youth. Taking over social media feeds, retail displays and digital commerce with engaging stylized images, the videos all told stories of Chuck’s rich history and bright future as a cultural mainstay.
Last night saw Converse officially debuting the most essential piece to the story of Chuck. Screened at the Museum of African Design in downtown Joburg the “Forever Chuck” film is the crescendo of the campaign, an homage to a new generation defining culture and style. In it, Director Karim Huu Do creates a visual collage of the dreams and desires that drive people who wear Chucks.
The talent featured share Converse’s brand values and span a range of genres, appeal and notoriety and are collaborators who will focus on communicating compelling stories. “The Chuck Taylor has been a cultural icon with a rich history and even more incredible future,” said Julien Cahn, Chief Marketing Officer at Converse. “Through the debut of our Forever Chuck film, we will have officially introduced our collective of exciting people, who share our brand values and are driving the spirit of youth culture forward.”
Forever Chuck Cast (in alphabetical order): Olly Alexander Keith Ape Millie Bobby Brown Jordan Clarkson Gucci Gang Winnie Harlow Lukas Ionesco Last Night in Paris Salem Mitchell Sean Pablo Marissa Seraphin Yara Shahidi Rejjie Snow Vince Staples Maisie Williams
The “Forever Chuck” film will live as :3-:9 second vignettes, a :60 second short form and :90 second full piece, which will be used across various channels as part of the Converse marketing campaign.