6th Annual Shorty Industry Awards Finalist

Converse Music Tumblr

Produced by:

R/GA New York

Date submitted:

Feb. 6, 2014

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Team members: Jenna Livingston, Richard Boadu - Copywriter, Jodha Kandola, Julia Burke - Quality Assurance , Johnny Dwyer - Associate Creative Director, Copywriting, Josh Hoffman - Technology Project Leader, Kristen Joy Watts - Senior Content Strategist, Mobile & Social Platforms, Lucy Swope - Content Strategist, Mobile & Social Platforms, Peter Field - Senior Producer, Pierre Byman - Executive Producer, Rivkah Tropper - Open Standards Developer, Roberto Fara - Associate Creative Director, Visual Design, Shashank Raval - Senior Experience Designer, Stephen Barnwell, Trevor Joyce, Kris Pito - Photography & Art Buying, Trent Ostrander - Senior Analyst, Analytics, Trevor Eld - Executive Creative Director, Vicente Silva, Francisco Tavares, Julie Torrisi, Chaz Rini, Elliot Burford, Carolina Iglesias - Visual Design

About this entry

Converse has always been a blank canvas for culture. So we set out to continue that tradition in social media. We turned to the only hub that respects the art community as much as Converse, and its fans, does—Tumblr—using it the way it was meant to be.

Converse partnered with Internet artists to create stuff people actually care about. The only rule: post like a human.

The case for why this entry should win a Shorty

It paid off, with three of our collaborations shattering world records for most engaged sponsored post of all time. And now, Tumblr uses our site as a model for other brands on how to do it right.

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