Converse and partner John Varvatos today announced the launch of a new series of “Get Chucked” advertising, focusing on the fall 2008 Converse by John Varvatos fashion line-up and the company’s premium men’s and women’s apparel and footwear collections . The campaign takes its cues from the wild side of late night dining and was inspired by and shot at the recently closed Manhattan eatery and nightlife legend, Florent. The multimedia creative features British modeling sensation, Daisy Lowe.
Acclaimed photographer Ryan McGinley shot the Converse by John Varvatos line for the second consecutive season. McGinley partnered with Yard, the creative agency behind the campaign, as well as Converse and John Varvatos to portray the collection’s carefree and playful sensibility. Captured in the late-night escapades of models Daisy Lowe and Liam Wade (Select Model Management), the creative celebrates the essence of the “Get Chucked” attitude with the comradery and antics that take place in the wee hours of the morning in late night diners across the world. The campaign was shot at Florent in the final weeks before the iconic Manhattan diner closed its doors after 23 years. Florent was one of the first restaurants to move into the then delinquent and desolate meatpacking district of the 80s. As the home base of artists and fashionistas, it was chosen as the ideal venue to host the tongue-and-cheek series depicting anything goes late night dining moments.
This season also marks the introduction of a 60 second short film, shot by McGinley, to amp up the “Get Chucked” brand experience. The provocative film, also shot on location at Florent, showcases playful havoc and barely startled diners in a story revolving around an underwear-clad diner (sporting only a Converse by John Varvatos tie, shirt and the just launched Chuck Taylor® All Star® Bosey Boot), who has late night ideas of his own. Designer Varvatos makes a special cameo appearance in the film. The piece is set to the music of The Virgins.
The print campaign will appear beginning in August in international and national publications including Dazed and Confused, Details, Elle, Fantastic Man, Flaunt, GQ, Interview, New York Times, Out, The Daily, V, V Man, Vogue and Wonderland and beginning in September on digital sites including Men.Style.com, Refinery29 and Style.com. Out of home advertising includes wallscapes/bulletins, bus shelters and newsstand placements, guerilla projections, upscale bar digital HD screens and mirror clings and projection media in metro Los Angeles and New York locations.
More of the ads after the jump.