Celebrating Filipino self-expression, originality, and creativity, Converse Philippines has launched the “Loss of Gravity” music video by Peso Movement last November 29 at Tomato Kick, Tomas Morato, Quezon City as part of its bigger campaign “What Would Sneakers Do”
Like what the brand is trying to impart, the song’s message calls for and celebrate the youthful spontaneity to push them out of their comfort zones and try things that will challenge them.
The band released the song as part of its latest album, “Gentle Sound of Chaos,” which highlights the band members’ long time love and adoration for the iconic Chuck Taylor All Star sneakers.
Japs Sergio, Peso Movement frontman and the song’s composer, said that the classic Converse All Star sneakers signifies freedom—a state where one can forget about all his inhibitions and just go out there.
“When I think of freedom, I imagine the feeling of floating, not carrying that certain heavy load inside,” said Japs Sergio. “Wearing sneakers, for me, is symbolic of freedom – freedom from inhibitions and anything too serious. Tracing back to my childhood, when you say sneakers, you think of the All-Star. It’s timeless and it gives me a sense of freedom.”
Converse also launched a digital version of the campaign, asking individuals “What would sneakers do when nobody’s watching?” Part of this project is an online photo contests that aims to collect the most creative shots of people while showing things sneakers would do when nobody’s watching.
The winners of the online contest were announced and awarded during the event. Participants with the most creative, crazy, and spontaneous photos were also featured on the official music video of “Loss of Gravity.”
Going well beyond the usual options, Converse represents a core audience of creative and adventurous individuals. The brand targets to showcase Pinoy’s creative spirit while sporting a pair of Chuck Taylors.