Launching the Converse Elevation Family in China by making height stand for having fun
Playing to a New Height
The Elevation Family needed to land in China as its own thing, distinct from everything else already in the range.
In China, height isn't just physical, it's status, and the Elevation Family's 5–9cm boost would have sold itself as exactly that if we let it. So we made height the visual centerpiece, bold and impossible to miss, but changed what it stood for: status in China usually comes from serious achievement, so Converse argued that real elevation comes from having fun instead.
The deliverable spanned campaign strategy, the big idea, portfolio strategy, product positioning, key visuals, lookbook, film concept, retail design, and production for the China launch.
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