Everyone has a story with All Star.

Everyone has a festival story to tell. And, certainly, almost all stories have a common element: Chuck Taylor’s All Star. In order to hack main festivals’ major quotas and become a relevant part of conversations, we created a campaign that portrays a series of startling situations and bring out this icon’s presence in the best – and worst – concert stories.

From a first-person perspective, the pieces used story-like wording to tell these short stories contextually, as though it were a friend of yours enjoying a concert day. Through segmentation and geofenced media targeted at festival areas, these videos impacted the audience with relevance, strategy and context.

The campaign debuted in Brazil during the Rock in Rio festival and invited the audience that would attend the event to share their own stories on social media. Cooperation with influencers and active community management complemented the initiative, which was also used for Lollapalooza in Argentina and Chile, among other major festivals in Latin America.