How would you define a sense of community at a music festival? Is it about sharing your warm, flat can of beer with the stranger next to you? Perhaps it’s about remaining calm and smiling politely at the 6’4 guy who keeps blocking your view of the main stage and treading on your feet. It may even be about that sense of unity and ‘mucking in’ that you experience when trudging towards the lines of ruined portaloos, toilet roll in hand and heart in mouth... Perhaps.
If this leaves you feeling a little non-plussed, then we suggest you check out the brand new website from everyone’s favourite indie baseball boot brand - Converse. Created by Perfect Fools’ recently-opened Amsterdam office, conversefestivals.com is billed as ‘a state of the art interactive forum’. Here, users can create their own personal festival space online by counting down to the event, planning their itinerary and then sharing their photos, movies and lifestyle experiences with fellow revellers.
www.conversefestivals.com
This is the latest initiative in Converse’s centenary celebrations - a logical continuation of the ‘My Drive Thru’ campaign from Anomaly which saw brand advocates Pharrel Williams, Santogold and Julian Casblancas collaborate on a track which was made available for free download (see Contagious 16). The artwork from this campaign has been carried over to conversefestivals.com, but now the star-studded identity parade has been extended to include a whole host of new/up-and-coming artists. Clicking on each of these provides a brief description along with a link to their relevant website/MySpace page. Converse is Perfect Fools Amsterdam’s first client and the international digital creative agency (with offices in Stockholm and New York) was appointed in May to develop the website. Contagious spoke to creative director Mark Chalmers: ‘The Converse offer is very clear in both product and lifestyle because they've stuck at what they're best at. They've stayed true. The last thing Converse needs is advertising, or a promise re-wrapped. We do know that Converse has fans, we do know that music has fans and we do know that festivals are a great collective experience. Anticipation and planning is huge part of it, so we worked with Converse to create a tool useful to the groups of festivals goers and something that unites the Converse music activity across borders. Not only is it a useful application but it showcases the latest Converse track "My Drive Thru" and the latest talent they're supporting.’
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