Jumping on the “consumer-created,” outsourced creative trend, Converse and its agency, Butler, Shine, Stern & Partners have asked consumers and filmmakers to submit 24-second shorts for future use in television campaigns. The winner will receive $10,000. Painting the effort as opening a conversation with consumers, Converse VP of Global Marketing said, “We actually view our entire campaign as facilitating a conversation among those in our community.” Whether the program brings Converse closer to its customers, gives between work filmmakers something to do or simply gets the shoemaker a lot of creative for free is up for discussion. What’s clear is there will be a large body of work to choose from which, in the end, is not such a bad thing.
