#RatedOneStar Donut Joint

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 its "5 star” veneer peeled back. It’s not glitzy, it’s not glamorous, but it’s raw and it’s awesome (though, I may be biased because at one point in time I was a kid in Los Angeles.)

Embracing the many different subcultures of LA youth we made a truly spectacular branded experience for Converse One Star, mixing skate culture with music, fashion, art and a universal LA staple: donuts.

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 right before the summer ended.

C. 2018 - HUSTLE