Project Narrative:
The Creative Push campaign consists of the brand Converse promoting art education. Converse is known for its creative, customizable aspects which are recognized by many generations. Today, 72% of business leaders say that creativity is the number one skill they are seeking when hiring. The issue is schools tend to first cut down the budget for art education, thus The Creative Push campaign focuses on the experience of making art by conducting a contest that revolves around encouraging chikdren to be creative for a chance to win a year’s worth of art supplies for one’s entire school. In order to provide resources for the contest there will be a series of pop-up art events where children will get to explore making art and are able to take home a free art supply kit. The contest will also show parents the importance of art education, which will in return get parents to support and vote for art education.
For the pop-up art event, Converse will provide all promotional materials for the various locations as well as all the different art supplies for students to explore.
Converse understands that many students are unable to express their creativity because of lack of resources. These events will be held in public places such as the mall or public park.
After the pop-up art event students will get to take home their very own art supply kit. This will serve as an incentive to get kids interested in exploring their creativity as well as providing the materials for them to be able to enter their art for the campaign’s contest.
For parents the art supplies will aid to show how art and creativity are beneficial for their child’s education. The goal is to get as kids wanting to participate in art, so then parents will be more likely to support art education.
Following the pop-up art event, students will submit their art for the contest on the campaign’s landing page. The landing page also provides more information about the importance of art education as well as a description of The Creative Push campaign.
Landing Page Link: www.leonormski.com/thecreativepush/
