The “Connect with the Unexpected” action signed by Dabba, directed by Beto Macero and Sabothati from Tilt Rec and has photography signed by Hudson Rodrigues
Converse launched an action for the Brazilian Carnival that aims to promote and celebrate the mix between the festival’s traditions and contemporary music.
In the action, called Connect with the Unexpected, the brand invited the blocks Il Ob de Min, Block 77: Os Originais do Punk and Cumbia Calavera to star in the campaign that intends to prove that it is possible to fall into revelry at all rhythms.
The blocks and their characters will be portrayed in a short film, the centerpiece of the campaign, and also in mini-docs for social media telling the story of each one. The campaign was recorded in So Paulo, with the aim of reinforcing the idea that different people can find their own rhythms at Carnival.
In addition to telling the stories and origins of the blocks, the brand is also using the campaign to promote its CX line.
The piece features a musical track created for the project, made by the All Star Community, which brings together young independent artists supported by Converse. The group has names from Brazil and three of them star in the song “No Miolo (find me there)”, namely Mamma Gold, Virgo Virgo and Preto Raro. The track features the participation of musicians Kiko Dinucci and Thiago França and is co-produced by Kiko himself, producer Nave Beatz, and Marcelo D2.
In parallel with “Connect with the Unexpected”, Converse will also sponsor the campaign’s blocks.
The concept, creation and creative direction of Dabba’s campaign. The campaign video is directed by Beto Macedo and Sabothati from Tilt Rec, and has photography by Hudson Rodrigues.
