This Is Amare
Converse x (RED)
Poster
The poster ad depicts an African kid and the headline suggests that he is Amare. The ad aims to humanise the need for funding for ART treatment in Africa by putting a face to the issue in order to spread awareness of it.
Headline: This Is Amare
Sub: #STEPITUP
Copy: Global funding for HIV/AIDS has declined since 2013, yet 58% of African children still do not have access to treatment. Take a STEP towards change by purchasing the PRODUCT(RED) Chuck Taylor’s.
CTA: Find out more about the movement at http://www.converse.sg/STEPITUP.
Sub: #STEPITUP
Copy: Global funding for HIV/AIDS has declined since 2013, yet 58% of African children still do not have access to treatment. Take a STEP towards change by purchasing the PRODUCT(RED) Chuck Taylor’s.
CTA: Find out more about the movement at http://www.converse.sg/STEPITUP.
Sign-off: (RED) Converse Chuck Taylor’s
Poster (Long Copy)
This ad is an expansion of the print ad with the copy telling the story of Amare.
Headline: This Is Amare
Sub: #STEPITUP
Copy: This is Amare.
Amare is an 8 year old boy.
Amare lives in Angola.
Amare loves to play.
Amare loves basketball.
Amare has a lot of dreams.
Amare wants to be a basketball champion.
Sub: #STEPITUP
Copy: This is Amare.
Amare is an 8 year old boy.
Amare lives in Angola.
Amare loves to play.
Amare loves basketball.
Amare has a lot of dreams.
Amare wants to be a basketball champion.
Amare wants to change the world.
But Amare is an 8 year old boy with troubles.
Amare is an orphan.
Amare lost his parents to HIV/AIDS.
Amare was born with HIV/AIDS.
Amare lost his parents to HIV/AIDS.
Amare was born with HIV/AIDS.
Amare is not on ART.
Amare is one of the many patients left without treatment.
Amare is one of the many patients left without treatment.
Amare wants a chance.
Amare wants a chance to change the world.
Amare needs your help.
Amare wants a chance to change the world.
Amare needs your help.
Extra: Global funding for HIV/AIDS has declined since 2013, yet 58% of African children still do not have access to treatment. Take a STEP towards change by purchasing the PRODUCT(RED) Chuck Taylor’s.
CTA: Find out more about the movement at http://www.converse.sg/STEPITUP.
Sign-off: (RED) Converse Chuck Taylor’s
Digital Poster
This ad accompanies a video which is the TVC. In this ad, there is a minimalistic approach to it where it asks the viewer to guess the name of the boy in the ad. It encourages viewers to find out about the boy and his story if they don’t already know it, prompting them to click play on the commercial.
Headline: _MA_E
Sub: Do you know his name?
Copy: Global funding for HIV/AIDS has declined since 2013, yet 58% of African
Sub: Do you know his name?
Copy: Global funding for HIV/AIDS has declined since 2013, yet 58% of African
children still do not have access to treatment. Take a STEP towards
change by purchasing the PRODUCT(RED) Chuck Taylor’s.
CTA: Find out more about the movement at http://www.converse.sg/STEPITUP.
CTA: Find out more about the movement at http://www.converse.sg/STEPITUP.
Sign-off: (RED) Converse Chuck Taylor’s
TV Commercial
The TVC follows the protagonist named Amare whose dream is to become a basketball player. He is seen staring down a basketball goal that is far away and it seems like he is alone in this game. He knows it will be a challenge bouncing the ball all the way to the goal as there is a high risk he might lose his balance but he starts off confident and determined. Halfway through his run, he starts to lose his strength and the ball is seen bouncing out of his reach (symbolising HIV/AIDS). Just as he’s about to lose hope, spectators from the side come in and join his team and help him get the ball closer to the hoop, running beside him (symbolising support). He regains his strength from the additional players. As they reach closer to the goal, the ball is bounced back to him for him to make the victory goal. He makes the goal and everyone cheers him on (symbolising him curing the disease).
