Converse is a brand that celebrates true originals. Throughout its history it has enjoyed a strong connection with independent music. Our starting point for Converse in China was to create an authentic connection to the Chinese independent music scene. While the majority of the country was celebrating the Olympics, we took two Chinese rock bands on a six-city tour. Playing in small independent clubs, supported by local bands in each city, we captured all of it on a micro site and blog that fed into the various indie music community sites across China. The entire trip was captured as content for a broader communication campaign including print, documentary film, music videos, downloadable content and retail activation.