Converse Lover’s Day Campaign: love as a cause.

How to depict, in an authentic way, how Generation Z sees love? Starting off with this reflection, we invited diverse couples who share a desire to live in a much more tolerant world to explore the meaning of falling in love and being yourself today.

12_jun is the celebration of love in its most comprehensive form. Love that is free of formats and chains. Love as a cause. As the power and the answer against hatred and intolerance. Click here to watch the video:

More than stars or showcases for the brand, we understood each participant’s individualities as active voices in the campaign. After proposing this reflection, we turned our attention to people in a special content project. We created a channel on Vice Brazil that was dedicated to going deeper into the narrative, talking to each couple and with Doma02 directors about this love that cannot be put in predefined boxes. The project also included Amapoa collective’s sensitive photographic documentation of these meetings through medium-format analog images.  

The campaign also became a community management case, when the message took off on social networks and attracted detractors to our channels. In response to the criticism, the Converse community itself mobilized spontaneously in favor of inclusion and diversity.