Converse's Spark Progress Campaign Spotlights Female Talent
Ellen Smith — March 14, 2019 — Fashion
The ME TOO movement has created the space for a variety of conversations regarding how women navigate the workplace, and Converse's 'Spark Progress' campaign aims to contribute to this conversation, by shedding light on its female talent.
The short film from the brand follows two designers who recently collaborated with Converse, Paria Farzaneh and Feng Chen Wang, as they travel through different neighborhoods in London, England. The feature heavily emphasizes not only the unique perspective of these designers but the experience of being a young creative in a massive city. Also included in the campaign, is the musician Raye, who is quoted saying, "I love supporting women, supporting girls, and supporting just other women to embrace who they are and to work hard.”
Image Credit: Converse
The short film from the brand follows two designers who recently collaborated with Converse, Paria Farzaneh and Feng Chen Wang, as they travel through different neighborhoods in London, England. The feature heavily emphasizes not only the unique perspective of these designers but the experience of being a young creative in a massive city. Also included in the campaign, is the musician Raye, who is quoted saying, "I love supporting women, supporting girls, and supporting just other women to embrace who they are and to work hard.”
Image Credit: Converse
Trend Themes
1. Female Empowerment Campaigns - Brands can create campaigns that showcase the uniqueness and accomplishments of female creatives to support and empower women in the workplace.
2. Diversity and Inclusion Advertising - Brands can create campaigns that showcase a diverse range of talent, highlighting the need for inclusivity in the workplace.
3. Celebration of Local Talent - Brands can create campaigns that shine a spotlight on up and coming designers or musicians, helping to cultivate local talent and boost community morale.
Industry Implications
1. Fashion and Apparel - Fashion and apparel brands can leverage campaigns to showcase the work of female designers and promote their clothing lines to a wider audience.
2. Music and Entertainment - Music and entertainment brands can highlight female musicians and promote their albums while supporting diverse representation in the industry.
3. Marketing and Advertising - Marketing and advertising agencies can develop campaigns that promote gender equality and diversity while boosting brand visibility and reputation.
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