2. the converse block party
The Converse Block Parties are street level, grassroots events deeply
rooted in skate, basketball, music and street culture. In an authentic
location on a sunny afternoon, these events will unite the vibrant local
cultures and crews from each community with the spirit of Star Chevron
through sports, music, food, fashion and art.
3. 3
THE EXPERIENCE: WHAT IT IS + WHAT IT AIN’T
It is important that these events stand apart from the average, hip-influencer focused branded marketing
events that are common across the region. Instead, they come from an authentic, locally inspired
perspective on the spirit of Star Chevron through skate, basketball, music, food, fashion, and art.
Community not Exclusive
Authentic not Manufactured
Passion not Flashy
Secondary Cities not Primary Cities
Neighborhoods not Event Spaces
Street Food not Fine Dining
DIY not Overproduced
Participatory not Passive
Raw not Polished
Inclusive not Exclusive
Amateurs not Professionals
4. 4
IT’S ABOUT: PEOPLE
int’L
music
talent
LOCAL CITY
INSTIGATORS
CITY COMMUNITY
The stories behind these people will form the basis of blog content for SS11 or similar.
BALLERS, SKATERS, MUSICIANS, ARTISTS
5. 5
IT’S ABOUT: PLACES
the
block
party
street corners
skate shops
music venues
skate spots
community spaces
local food
vendors street bball
courts
local culture
newspapers
university
campuses
art studios
local craft
marketsstreet dance studios
6. 6
A WALK AROUND THE BLOCK
1. 2. 3.
get the word out
Intrigue: drive people
online and retail to find
out more.
Engage: show what the
Block Party is about.
the block parties
Converse will sponsor
a full day celebration of
the community.
THE PARTY goes on
Showcase and leverage
content from the event.
What people will experience when the
Converse Block Party comes to their neighborhood.
8. 8
GET THE WORD OUT: LOCAL MESSAGING
The “ ___” messaging should bring to life the spirit of Star Chevron on a local level.
The localized phrases should call out things specific to the city and neighborhood
where the Block Party is taking place. Each word should call out specific local
people/places/things that feel insider and representative of the Converse/Star
Chevron spirit.
Localized Phrases =
Neighborhood: Brunswick
Street: Rose Street
Skate Spot/Crew: 11th and Rail
Basketball Court/Team/League: 3 on 3
Local Street Food: Kebabs
Dance Crew: K Star
DJ/MC/Party Crew: The Push
9. 9
GET THE WORD OUT: TEASER POSTERS
Posters will be canvased three weeks prior to the event to generate buzz and interest.
Neighborhood
Street Dance Crew Skate Spot/Crew MusicCity
DJ/MC/Party Crew Basketball Court/Team Local Street Food Rapper
10. 10
GET THE WORD OUT: EVENT POSTER
One week prior to the event, Block Party details will be posted, driving people to retail to pick up tickets.
11. 11
GET THE WORD OUT: COLOR COMBINATIONS
All markets will have a set of 12 pre-set color combinations. The colors have been carefully selected
to reflect the Block Party spirit, Star Chevron brand, and should remain in their set combinations.
Correct Incorrect
Mixed up color from
other combinations.
Background color from
other combinations.
Background and type
color reversed.
Type color from other
combinations.
13. 13
GET THE WORD OUT: COUNTRY COLOR
Color combination 1
Color combination 7
Color combination 2
Color combination 8
Color combination 3
Color combination 9
Color combination 4
Color combination 10
Color combination 5
Color combination 11
Color combination 6
Color combination 12
14. 14
GET THE WORD OUT: FONT CHOICE
When choosing a font in your language to fit the “ ” lock up, it is important to
make sure it’s equivalent to a bold san serif font.
Australia’s font choice
China’s font choice
Correct Incorrect
Font too thin
Font too thin
Wrong font style
Wrong font style
15. 15
GET THE WORD OUT: LOGO LOCK UP
“ ” lock up may have to be adjusted to fit your font choice.
Australia’s “ ” lock up
China “ ” lock up
Correct Incorrect
Font too thin
Font too curvy
Font too thick
Font too thin and Star
Chevron logo is wrong
16. 16
GET THE WORD OUT: LAYOUT
The copy should be centered and covering most of the poster. Letter and line
spacing needs to be tight but still legible.
Correct Incorrect
Left justified
Left justified
Too small
Too small
Too much line spacing
Too much line spacing
Too much letter spacing
Too much letter spacing
17. 17
GET THE WORD OUT: GRASSROOTS AND GUERILLA
Spreading the word about the Block Party should be executed in the same spirit
as the Block Party: DIY, street level, grassroots, and not slick or overproduced.
- Posters should be hung using DIY postering methods such as wheatpaste.
- Identify and hang the posters in non-traditional street level locations that represent
the Star Chevron brand in your market. Some examples include iconic neighborhood
walls, local shop windows, community centers, basketball courts, and skate spots.
- The posters should be hung in high traffic areas. It is best to hang the posters in
groups (using different phrases) to make a stronger visual impact OR in succession
across a series of blocks or buildings so passersby can get a sense of the bigger
picture as they walk past.
19. 19
GET THE WORD OUT: NON-TRADITIONAL MEDIA
When possible, find situations to use eye-catching, non-traditional media
placements. For example, printing on the ground with chalk or paint at local
skate and basketball spots, using paper cups in a chainlink fence, overprinting
on local publications or wrapping local street carts.
20. 20
Stencil at your local skate park
GET THE WORD OUT: NON-TRADITIONAL MEDIA
21. 21
Chain link fence with styrofoam cups at your local streetball court
GET THE WORD OUT: NON-TRADITIONAL MEDIA
24. 24
GET THE WORD OUT: CONVERSE FACEBOOK EVENT PAGE
The “ ___” messages and Facebook invites will drive people to a Star Chevron Block Party event page
on Facebook, where we will host the content video to get people excited, provide a platform to community
partners for cross promotion, and encourage people to click “Attend” to show their participation.
The Facebook event page will also
drive people to retail.
They can pick up a ticket to the party
and get a “ city” t-shirt.
25. 25
VIDEO DIRECTION
anthem wall
A Block Party anthem delivered through layers of wheatpasted
“ ____” posters each shouting out a different part of
the DNA, uniting Converse heritage with different cities,
community groups and local partners.
A timelapse video depicts a tight shot of a brick wall being covered in rhythm
by a series of “ ___” posters, each delivering a little part of the story: be
it a piece of Block Party history (beats, eats), Converse heritage (Dr J, 1986),
city names, and community partners (music venues, street vendors, DJs,
artists, basketball teams, etc).
Optional interactive component
To make the film more interactive and viral we can make it customizable and
sharable by the viewer. People could type in their own favorite local spots
which would then appear as “I *>” messages on some of the posters in the
video. This technique would amplify the local pride of the video and make it
more likely to spread between people and communities.
26. 26
GET THE WORD OUT: COPY GUIDELINE
The tone of voice when communicating at and about the event should feel casual,
local, playful and from the street. Drawing from the language found in hip hop, skate,
basketball and street culture.
Find a writer in your market or someone on your team or who understands how to
capture the tone of the Block Party for your market. They should identify the local
partners and phrases that will work well for the posters, rooted in street culture and
a celebration of the local community. It is best to test the poster phrases with some
young people from your local target, make sure that the phrases you will use resonate
with the kids in the local hip hop, street culture and street sports scene
See event copy example here:
Bring your friends down to the “ Brunswick” Block Party on April 26. An afternoon
bash on Rose Street with 3 on 3 bball tourney, K-Star Dance crew, Melbourne’s best
street food, loud music, DIY t-shirts, and so much more that’ll make you wanna shout
out your city.
27. 27
RETAIL FLOW
GET THE WORD OUT THE PARTY GOES ON
facebook
block party
event page
facebook
converse
group page
“ ____”
posters, online
banners, in situ
block party pr
event blog stories,
online editorial
party mobile
retail
“ ____”
windows + in-store
– pick up event ticket
– “ city” t-shirt
– pick up block party
mixtape and zines
– click “attend,”
– message to go to
retail for ticket +
t-shirt gwp
28. 28
RETAIL DRIVERS
Event invite: (Standard version 1)
Pins can act as entry tickets and accessories.
Event invite: (Standard version 2)
Party goers can use this stencil invite
to tag anything they like with the
“ ___” icon.
30. 30
RETAIL DRIVERS
limited edition collectibles
“ ____” t-shirts can be purchased at retail.
community zine
The zine is made of pre-printed materials, with cut-up local
venue menus, calendars, newspapers. Users can go to
different places in the community to get discounts and stamps.
31. 31
in-store “ ____” wall
“ ____” can be filled in in stores.
window displays
Pre-printed newspapers/posters overprinted with local “ ____”
RETAIL EXPERIENCE
32. 32
THE BLOCK PARTY-MOBILE
Leading up to the party, transform local trucks into mini Block Party-mobiles, complete with BBQ,
dancers, stencil station and mixtape music. Covered with “ ” messages announcing the party,
they will hit up spots around retail and beyond, tweeting their whereabouts along the way.
On the day of, they will cruise around stirring up excitement and attendees for the party.
33. 33
2. THE BLOCK PARTY
The DNA of the original Block Party will be present in the street level location, the DIY local look,
and hip hop sounds, infused with local street food, ballers, skaters, artists, community members.
34. 34
The location should be a place that feels authentic to the local street, skate and basketball culture.
It could be a street ball court, skate spot, community center, or street corner where several venues intersect.
THE PLACE
35. 35
The look of the event should feel DIY, and not overproduced or overbranded. Some visual elements can include:
– Vinyl display/record album cover collection
– Ghettoblaster/speaker wall
– Chain linked fence with cups to spell out words, with lights illuminated at night
– A mural that gets created at the event, depicting faces of the community
THE LOOK
36. 36
The music should be inspired by hip hop, funk, and soul, with an international headliner paired
with local DJ, MC, and bands.
– Radio/live block party, streamed live online
– Song dedications, live call-ins, text to get your song on the playlist
THE SOUNDS
37. 37
For the basketball portion of the Block Party you need to have a court that fits the needs
of your local ballers as well as help organize some local teams for a small tournament.
1. Identify local ballers and/or street basketball teams
2. Help the local players and teams to organize small informal tournament on the
day of the Block Party. The games should be competitive and exciting to watch
but in good spirit.
3. Pick the four most charismatic ballers to be team captains for a local community
basketball game. Each baller picks their team from street dancers, musicians, street
vendors, skaters and basketballers at the event, the teams will square off in front of
their community.
THE EXPERIENCE: Band of Ballers
38. 38
For the skate portion of the Block Party you will need to have a ramp for local skaters as
well as organizing some of the local shops into a mini skate show down.
1. Identify four local skate shops to partner with.
2. Have the shops pick key riders as representatives.
3. Have the riders face off at the party for a panel of local judges to see which
shop and which skater run the neighborhood.
THE EXPERIENCE: KING OF SKATE
39. 39
Make DIY silkscreens and stencils of the different local “ ___” statements. Party
goers can bring in their own stuff and have it overprinted with their local pride and
brand.
– Screenprinting of found, used, pre-printed paper and materials, such as menus,
venue calendars, newspapers, t-shirts, canvas bags, vinyl records.
THE EXPERIENCE: SCREENPRINTING
40. 40
Besides skate and basketball, there will be other party attractions to bring the local
street culture in each community to life. These Block Party experiences are tied to
local people and places, giving party goers a memorable experience to take home.
– Grill off between street vendors, getting the community to pick a winner
– Flea market
– Breakdancing lessons
“In different parts of Europe and Asia, you perform and people would just sit there.
So we had to break it down. Go to Italy and grab people. ‘Get your butt up. Get up
on stage, get down, shake it.’ Grab the kids, and make it seem fun.”
- Afrika Bambaataa
THE EXPERIENCE: COMMUNITY
42. 42
THE PARTY GOES ON: MIXTAPE
Limited edition mixtapes created for each market keep the spirit alive after the Block Party is over.
CD’s can be picked up at retail, and a downloadable version will be available online.
Mixtape CD
43. 43
THE PARTY GOES ON: ZINE
In retail people can pick up zines commemorating the event with artwork, photos, people etc.
44. 44
THE PARTY GOES ON: COMMUNITY MURAL
After the party, the mural can be printed for the community members to display in their venues. It can
also be posted on the Facebook group page, tagged with people and places from the community.
45. 45
CONVERSE BLOCK PARTY ESSENTIAL LIST
MUST HAVE
Online
- Converse Facebook event page
Retail
- “ ____” t-shirts
- Window display
- Mixtape CD
Event
- Skate
- Basketball
- Music
- Fashion / Art
- Flea market
- Street food
NICE TO HAVE
Online
- Anthem wall
Retail
- Block Party mobile
- In-store “ ____” wall
- Community zine
- After party zine
- After party community mural
Event
- Breakdancing crew
- Grill off
- Screenprinting
46. 46
DOCUMENTING THE EVENT
It is important to document the event so that it can live beyond just the day that it
takes place. All photos, video, and writing at the event should emphasize skate and
basketball while feeling authentic, exciting, and in the tone and spirit of the Star Chevron
Block Party. The party nor its participants should ever portrayed in a posed, forced or
over-produced way.
How to Zine
The zine should feel DIY, overprinted on reused paper. It can contain the local Star
Chevron messages, information on all of the local community partners, Block Party
activity pages, places to put stamps from each vendor, blank pages to be tagged by
local street artists and empty slots for polaroid pictures taken at the event.
Blogging, PR, Editorial
It is important to capture compelling images and videos from the Block Party featuring
skaters, ballers, musicians, dancers, and community members in a fresh and authentic
way. It should never feel overbranded, posed, or staged.
Media
It is important to spread the word through the right local media channels. This includes
magazines, blogs, websites, and community groups that pertain to basketball, skate,
music, and street culture. It is also important to spread the word to local influencers
and tastemakers that pertain to the Star Chevron brand and the spirit of the Block Party.
47. 47
LEGAL CALL OUTS
Usage and Clearance
Permission and signed release of individual and group instigator are needed for any
use of names, profile, photo in any form of communication and collaterals.
Permission and signed contract is needed for music usage in all media and separate
performance contract is needed for event performance.
Grassroot Media
Be mindful when stenciling, painting, posting in public and private property, proper
permission and signed release is needed.
Venue Permits
Ensure all event location has proper venue permits and event license.
When in doubt, contact Converse for legal guidance and assessment.
48. 48
TEMPLATE DELIVERABLES
The Block Party Toolkit – Dec 20
1) Event Concept
2) Event Positioning
3) Event Seeding Strategy
4) Event Collateral
5) Country Color Palette
6) Font Guideline
7) Key Message Guideline
8) Non-traditional Media Reference
9) Social Media Direction (Facebook)
10) Teaser Video Direction and Local Copy Guideline
11) Retail Flow and Drivers
12) Retail Apparel Direction
13) Event Look Feel
14) Event Experience and Key Components
15) Event Location Reference
16) Post-event Content Ideas and Guideline
17) Legal Call Outs
18) Process Steps and Marketing Calendar Example
Templates and Artwork – Jan 15
1) Font File
2) “ ____” Poster FA
3) Event Collateral FA
4) Apparel Spec
5) Block Party 60 Second Teaser Video
Note: All final artwork are provided in English master for local language adaptation.
International Music Tour provided by global – Feb 1
49. 49
BLOCK PARTY PROCESS STEPS
- Set up a marketing calendar (Finalize an event date)
- Identify local instigators, partnerships, media channels
- Identify local city, neighborhood/ community, street, landmark, street influencers/ groups (for collateral)
- Develop a local “get the word out” strategy and media plan
- Send marketing plan to converse for review and approval
- Identify and negotiate event space, collaborators (including international music acts if applies)
- Confirm event space, performances, vendors, sound system, f/b and an event program
- Create retail and event collateral (posters, giveaways, invites, event backdrop etc.)
- Print production of all communication collateral and distribute
- Get the word out – via retail/ street team/ facebook
/ social media
- Brief and assign photographer,
press to capture stories for post
event content and recap
- Block party event
- Post event recap video and content after the party
3.5 months prior
Each step should be approved by local country, marketing plans need to be approved by Converse as well.
3 months prior
2.5 months prior
2 months prior
1 month prior
2 weeks prior
1 day event (Sat/Sun)
2 weeks post-event
Note: Above guideline is for reference only, adjust your local marketing calendar and process according to relevant logistics and planning.
50. 50
APAC CALENDAR OF EVENTS (PROPOSED)
APRIL
2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16
-CHINA
-AUSTRALIA
-SINGAPORE
-MALAYSIA
-THAILANDINDONESIA
-PHILIPPINESVIETNAM
-KOREA
-TAIWAN
-HONGKONG
-INDIA
Note: China, Australia India as standalone events. Remaining markets in 2 groups, with artist/label tour linking markets together.
MAY JUNE JULY
51. 51
MARKETING CALENDAR (FOR REFERENCE)
JAN
Create collaterals
1 month
Event planning
1 month
Confirm intl. music act
1 month
Print production
1 month
Block Party
Post event content
Facebook activation
1 month
Street team/ PR
1 month
Retail activity
1 month
FEB MAR APR MAY
53. 53
BLOCK PARTY ARTIST REFERENCE/EXAMPLES
Kid Cudi: Already has worked
with Converse, represents
laidback Brooklyn lifestyle could
be a good representative for
block party culture.
Chail 2na(of Jurassic 5): Modern
rapper with old school flavor and
winning personality.
Doug E Fresh: Featured in the
JTP spot, ‘the original human
beatbox’ is a legend from hip-hop’s
early days, he has recently started
to perform again. He is a direct
line back to the days of the original
block parties and could bring the
spirit back to life.
Mayer Hawthorne: Fresh singer/
producer/performer who blends
the sound of motown with modern
day influences like J-Dilla. Definitely
harkens back to a time before
block parties but brings that sound
to the new century, previously
collaborated with Converse for
the Converse 45 series.
Grandmaster Flash: Legendary
pioneer of hip hop and DJing.
Afrika Bambaataa: The man himself.
Dam Funk: Dam Funk is an
infectious funk revivalist who
creates a modern twist on hip hop,
funk and soul that is catchy to
modern ears but sounds like
it was born from a time gone by.
DJ Rok One: New York dance
party DJ who keeps the old school
alive. His musical knowledge is
immense, and his style definitely
has a block party vibe.
54. 54
BLOCK PARTY ARTIST REFERENCE/EXAMPLES
Aloe Blacc: Creating his own
form of RB, this rapper turned
singer is mixing the sound of the
street with an innovative spin.
Charismatic, intelligent, and wildly
talented live.
James Pants: A lighthearted purveyor
of the “fresh beat,” an early-80’s
sound with influences from 80’s soul,
electro boogie, early rap. previously
collaborated with Converse for the
Converse 45 series.
Eclectic Method: An audio visual
live act that combines visual mixes
of archival films, movies, and music
videos with mixed party music
that matches the visual genre. We
could approach them for a partner
ship in which they created a live
A/V mix that brings 80’s hip hop
and block party culture to life.
Dumbfoundead: A great MC,
charismatic rapper and host.
Korea Thailand
Regional Reccomendations
Fools Gold Records: Multi genre,
culturally relevant label that already
throws killer NY block parties,
responsible for the Ducksauce Barbara
Streisand video phenomenon that
captures so much of street culture
today, most of this video was shot at
their own NYC block party. Could be
great potential partner for the Converse
block parties. http://foolsgoldrecs.com
Dudesweet: Party collective
DJ Maft Sai: Purveyor of classic
Thai funk and soul
