Converse launches campaign "Discover your true color"

In 2018, Converse founded the Converse All Stars program, an ecosystem focused on young creatives, and since then, the brand has been giving voice to various relevant issues through this community. This semester, Converse created a campaign that promotes visibility for four inspiring All Stars stories from Brazil, Mexico, Chile, and Peru. The campaign, created around the meanings of colors, aims to connect and drive the progress of the community in which these All Stars live and impact their audience.

Just as the iconic All Star serves as a canvas for creative actions that propel advancement, the Converse All Stars program aims to break down barriers towards progress for the new generation of cultural gamechangers in Brazil and the world. The brand seeks to create opportunities for mentorship, guidance, commissions, funding, and co-creation for young creatives and empower them worldwide.

Within the campaign, each color has a meaning: red is revolution; white is community; yellow brings creativity; and black represents power. The campaign showcases the discovery of their true color from the perspective of the profession or talent of each of the four All Stars.

The Brazilian All Star invited for the campaign is the visual artist Enzo Carozzi. “I discovered my true color when I decided to live off art,” he says. Enzo will also be responsible for post-production, connecting all the messages through his illustrations with his visual identity, including different elements on top
of each image of the other characters. For this post-production, the director and editor Matheus Pádua will make an appearance behind the cameras.

For Diego Gaizka from Mexico, the red color symbolizes the message that there is no evolution without revolution. Since he was little, the student had to seek refuge in different spaces and learned to see his true colors. “I can't think of history without relating it to revolution. Revolution means an important and innovative change; it is the confrontation between those who are silenced and
prosperous and those who need a change. If I see this as a movement, they would be the twists and turns and the different interpretations we give to things.”

The artist Camila Ramosa from Peru communicated through the color white, which expresses the unity of all other colors. The All Star discovered her true colors when she began to realize that she belonged to a community. “For me, community
means being able to respect and help make the identity of all people visible. In such a strong community like LGBTQIA+, it’s important to protect everyone, especially those who are even more affected by society, like trans people. That’s why I try to create spaces without hate both inside and outside of my work,” says the film student.

The aspiring singer, Erin Rutledge from Chile, claims to have found her true color through music. The color that represents you is yellow, which signifies creativity. “I found my true color through music and I believe that creativity is about having no limits to imagine, to express oneself within a space of love and feelings in general. Creativity is being authentic, having courage, and having a huge world of imagination where all variations are possible.”

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