Agency: Perfect Fools
Perfect Fools’ recently-opened Amsterdam office has created a pan-European festival-inspired website for legendary footwear brand, Converse.
Converse is Perfect Fools Amsterdam’s first client and the international digital creative agency (with offices in Stockholm and New York) was appointed in May to develop www.ConverseFestivals.com.
2008 is the year of the Converse Century, celebrating 100 years of disrupting the status quo, and Perfect Fools was briefed to create a complementary multi-language interactive music tool.
From the invention of the All Star® shoe in 1918 to the African-American barnstorming basketball teams of the 1920s and 1930s, to the birth of the NBA and rock ‘n’ roll to today’s pop culture, Converse has been worn by many of those who rocked the world and changed history.
Handling all creative and art direction Perfect Fools has delivered a state-of-the art music festivals interactive forum. ConverseFestivals.com invites users to organise their festival-going online, add friends and decide on the bands they want to see.
ConverseFestivals.com also helps festival goers countdown to the event, plan their itinerary and then share their photos, movies and lifestyle experiences online.
The design and layout reflects the edgy brand values of Converse, with monochrome pages, music supplied by a roster of emerging bands and talent and dynamic movement around the areas where people congregate.
Mark Chalmers, Perfect Fools partner and founder of the Amsterdam office, says: “Converse is inherently linked with music and this summer it is very active on the festival scene. We wanted to create a portal to combine all of Converse’s European festival activity and turn it into an interactive community for music fans.”
Converse now has a growing database of music fans with information about their event, band and artist preferences. It also means that the users are actively engaged with the Converse brand over an extended period of time, from planning stages, through to the festival, and the post-festival sharing of photos and experiences.
Neil Stevens, EMEA brand development director for Converse, said “Perfect Fools has unified much of our music connections through ConverseFestivals.com and created value by making a useful, cool communications tool for music fans. We have extended the anticipation, enjoyment and lifetime of each festival.”