LA WILL NEVER BE A 5 STAR CITY
This campaign celebrates what it’s like to be a kid in Los Angeles. As in, the real Los Angeles, with it’s "5 star” veneer peeled back. It’s not glitzy, it’s not showy, but it’s raw and it’s awesome.
With no paid media, we relied solely on word of mouth, driving our donut truck around town to locate the “coolest kids in school”, invite them and ask them to let their friends know about the #RatedOneStar donut joint. The result? A 2-day nonstop party where we unveiled the new One Star colorways, gave away 500 pairs of shoes and made hundreds of brand loyalists and ambassadors for Converse.