Converse

x Baby Queen

Converse challenged us to devise a new brand campaign to collaborate with newly signed talent partner, the DIY producer/singer Baby Queen 

The brief was to connect Converse with Baby Queen’s active online community by creating a space for self expression and creativity, through the brand’s “Create Next” lens.

The Baby Queen x Converse campaign came to life as an original music video project, for the artist’s hit track “Colours of You” which featured on hit Netflix coming-of-age teen romance series Heartstopper. 

The campaign idea was ‘a video for the fans, made by the fans’ which involved offering a host of opportunities for emerging creatives both in front of and behind the camera

Activity included a call-to-action video teaser inviting fans to apply for roles including Art Director Assistant, Stylist Assistant and Director Assistant as well as the chance to appear in the music video alongside Baby Queen herself 

Those that couldn’t make it on the day were invited to submit digital submissions, which were used as on set props, creating additional opportunities to get involved.

Over 6 million social views across Tik Tok, Insta and YouTube

Evergreen cultural content, enabled by brand and conceived by Kingdom Collective, with a view count growing daily

Campaign concept paved the way for group of passionate co-creators, who became an additional layer of amplification through their personal channels 

Organic comments from fans include “This MV is exactly what the song deserves!”, “OMG This music video is stunning, and so touching!” and “So happy to be a part of this video, and this community”.