— CONVERSE//FOOT LOCKER — WEAPON LAUNCH
— CONVERSE//FOOT LOCKER — WEAPON LAUNCH
CONVERSE//Foot Locker:
Weapon launch
For the Converse Weapon Launch campaign, we partnered with Les Squeak to bring a disruptive activation to life in Toronto, Montreal, and Vancouver.
Les Squeak crafted a striking 3D Converse Weapon, while we led the community rollout strategy— leveraging deep cultural knowledge and selecting key influencers to maximize impact.
Client
CONVERSE, Foot Locker
Year
2024
ROLE
Campaign, social media, strategy, creative concept
LOCATION
TORONTO, MONTREAL, VANCOUVER
//phase 1: the hype
We tapped hero influencers to organically “discover” the 3D stunt, creating intrigue without overt branding. A wave of secondary influencers amplified the buzz, sparking curiosity across the community.
TORONTO, ON.
Montréal, QC.
VANCOUVER, BC.
//Phase 2: The Drop
Once anticipation hit its peak, Footlocker stepped in to own the narrative, revealing the activation’s purpose. Midnight Creative doubled down with curated fashion content and a seeding strategy that placed exclusive pieces in the hands of top-tier influencers, ensuring the drop didn’t just land—it resonated, leaving a lasting impact.
