Converse Canada and Little Burgundy Shoes launch “the shoe of the summer” featuring award-winning Toronto band The Beaches
Toronto and Montréal-based creative shop LES SQUEAK has launched the “Rock the Star” campaign to generate awareness for Converse’s new Run Star Trainer with retailer Little Burgundy Shoes.
Being dubbed “the shoe of the summer,” the Converse Run Star Trainer exudes main character and rock star vibes with its selection of five bold colours. To truly showcase the shoe’s multifaceted appeal, the brands have partnered with the beloved Toronto band, The Beaches, who were named Group of the Year by Billboard Canada and the Junos.
The campaign features a four-song live performance by The Beaches at the queer-owned Toronto hotspot, Brockton Haunt. The live-recorded set includes 15-second hits off the band’s latest album Blame My Ex, with looks styled with the Run Star Trainer. In addition to the short clips, a full-length music video was also captured for the track “Everything is Boring” which includes behind-the-scenes footage. This marks the first ever live recording for the popular band. The campaign also includes limited edition merch for fan giveaways, featured in the set design, including a “Blame Chuck” t-shirt and skate deck, which is a riff of the band’s popular “Blame Brett” song.
“As a proudly Canadian brand with a fierce Gen Z and Millennial female following, it made perfect sense, for us and Converse, to align ourselves with The Beaches who truly exude the bold confidence we try to inspire,” said Audrey Gauthier, Vice-President of Marketing and Ecommerce at Little Burgundy Shoes. “In addition to their music, their unique style also captures the versatility in styling for this shoe this summer.”
The campaign will run across digital and social with a paid social campaign, across Instagram and YouTube, that will run throughout the month of July in Canada.
“We started LES SQUEAK to give brands creative opportunities to actually impact culture with their work,” said Laura Serra, Co-Founder of LES SQUEAK. “The Beaches inherently celebrate individuality and wear Converse on stage so it was a true and seamless fit. Unearthing these cultural connections and wrapping them in a creative campaign that feels ripe and relevant is what we do best.”
LES SQUEAK partnered up with Rodeo Production, in Toronto, including director Kevin Calero, editor Soji “Shakes” Oyinsan, and Studio Feather.
CREDITS
Campaign Title: Rock the Star
Clients: Converse Canada and Little Burgundy Shoes
Client: Little Burgundy Shoes
VP, Marketing and E-commerce: Audrey Gauthier
Marketing Coordinator: Vanessa Antonacci
Social Media and Content Coordinator: Sophie Létourneau
Client: Converse Canada
Director, NA Brand Marketing: Olivier Camet
NA Creative Director: Stephanie Irving
NA Brand Designer: Christine Lopez
Marketing Coordinator: Cynthia Kwan
Agency: LES SQUEAK
Co-Founder, Creative Director: Laura Serra
Art Director: Camelia Pitsilis
Strategist: Emma Apple Chozick
Media Director: Jason Wong
Executive Producer: Vlooper
Talent: The Beaches
Band: Leandra Earl, Jordan Miller, Kylie Miller, Eliza Enman-McDaniel
Artist Manager: Laurie Lee Boutet
Assistant Manager: Alison Perdue
Content Creator: Meg Moore
Tour Manager: Richie Taylor
Front of House: James Quinn
Audio Tech: Chris Nadlal
Production Company: Rodeo Production
Director: Kevin Calero
Director of Photography: Tristan Ng
Executive Producer: Travis Richel
Photographer: Becca Hamel
Producer: Julia Batista
Offline & Online Editor: Soji “Shakes” Oyinsan
Editor: Brett Erina
Colour House: Studio Feather
Colourist: Kevin Wu
Colour EP: Emily Goldberg
Colour Producer: Sara Windrim
Colour Producer: Jaclyn Morga
1st Assistant Director: Rosa Mussa
Production Coordinator: Simon Mohos
Director’s Assistant: Jacob Robert
Key PA: Lucas Ranalli
PA: Darius Jones
1st Assistant Camera: Marco Cheng
Camera Trainee: Gio Lucero
Gaffer: Rory Summerville
Key Grip: Erixon Bernardo
Swing: Nate Belgrave
Production Designer: Selina Negales
Set Dresser: Reana Olegario
Set Dresser: Emi Maruyama
Wardrobe Stylist: Shae Holt
Hair & Makeup Artist: Liv Tsai
Hair & Makeup Assistant: Myla Martin
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