As the 2012 Olympic Games took over London, music fans were getting the shaft. Many of the country’s most iconic summer music festivals were canceled because the games left them with a lack of resources. The Converse consumers were hurting– their annual pilgrimages to see their music heroes on stage were taken away from them.
We decided to change that. Enter Converse Represent… As London was in the midst of the world’s greatest celebration of sport, we created an award-winning alternative celebration asking fans and artists to celebrate music for nine nights with 45 artists at the legendary 100 Club. A celebration that was free to consumers and came to life through original content, live streams, retail integration, OOH, on-site experiences and unprecedented word of mouth. A celebration that mixed icons with emerging artists including Blur, Nas, Santigold, Django Django, Paul Weller, Plan B, and the Japandroids.
