Converse's global 'Love, Chuck' campaign arrives in Southeast Asia

Converse brings "Love, Chuck" to Southeast Asia, unveiling local adaptations of the global campaign in the Philippines and Indonesia this month.

The campaign celebrates the enduring legacy of the Chuck Taylor sneaker, which has been a cultural icon since its debut in 1917. It serves as a tribute to the shoe's classic design and its deep connection with various athletic and creative communities worldwide.

In the Philippines, Converse collaborates with singer and musician Juan Karlos, who also serves as its ambassador. A full-length music video featuring Karlos was produced in partnership with Gushcloud, the sole agency partner.

Don't miss: Lee Kum Kee takes Asian culinary culture abroad with first global campaign

In a social media post, Gushcloud described the campaign as a blend of nostalgia, creativity, and timeless style. MARKETING-INTERACTIVE has reached out to the agency for more information.

Meanwhile, in Indonesia, Converse partners with innercircle, which described the campaign as a love letter as it announced the collaboration.

"The 'Love, Chuck' global campaign is a love letter to not only the Chuck itself, but also to the creators and visionaries around the world that embody the brand's 'independent enough not to follow' ethos and spirit that has made Chuck Taylor a cultural icon, transcending boundaries and generations since it first launched in 1917," innercircle wrote.

The Jakarta-based agency said the campaign includes a digital film, billboards, street posters, and an exclusive gig celebrating non-conformity and creativity. A video featuring indie rock band Reality Club showcases their long-time connection with Chuck Taylor All Star, a staple in their musical journey.

The "Love, Chuck" campaign is rolling out across multiple platforms, including digital media, outdoor advertising, and collaborations with creators. It boasts a high-profile lineup of artists and athletes, such as Tyler, the Creator and Charli XCX.

In Australia, the campaign takes on a local twist with rising artist May-A, who marked her partnership with Converse through an intimate backyard gig in Sydney's Inner West for 40 guests. The campaign also features region-specific messaging, showcased on street posters and billboards across Sydney and Melbourne.

Join us this coming 3 April for #Content360, an extravaganza centered around three core thematic pillars: Conquering Media Fragmentation; From Ideas To Impact; and Balancing Authenticity And Technology. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:
Nike HK's Converse renews contract with Flare Communications Group
Converse paints Jakarta green with environmentally-friendly murals
Nike and SKIMS form NikeSKIMS to transform women's activewear