March 19th, 2019
Nike-owned Converse has taken a dramatic turn in its first major campaign since naming Wieden + Kennedy its creative agency of record nearly one year ago.

“Spark Progress,” created by the agency network’s London office, showcases five young women who embody the next generation of the U.K.’s creative class. By focusing on “empowered youth who are driving their own futures,” the classic sneaker brand looks to update its image by revealing a world beyond the classic Chuck Taylor.

Singer-songwriter Ama Lou, Iranian menswear designer Paria Farzaneh, skater Lava La Rue, pop artist Raye and Chinese-born fashion designer Feng Chen Wang all get time in the spotlight during this extremely colorful 2-minute spot, which kicks off the larger SP19 campaign and features a series of scenes set in neighborhoods across London from Hackney to Peckham.

The company describes these five as “ongoing creative partners” who “each represent the spirit of the Converse brand.”

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