Converse is focusing in on the butterflies kids (and adults) get before their first day for the back-to-school season, with a GIF-laden campaign called First Day Feels.
Starring Stranger Things’ Millie Bobby Brown, the 32 GIFs are designed to represent all manner of different emotions that might be felt – a visual language if you will. From excitement to disgust, surprise, boredom, hysterics and more, there’s something for everyone to share.
The campaign was created with Big Spaceship, with the GIFs appearing on Giphy and Tenor as well as the brand’s own social channels. The aim is to place them where they’re easily discoverable by the teen target market.
In doing so, Converse is hoping to resonate with its audience in a more authentic way than a straightforward anthem video spot, according to The Drum.
There are also 60 and 30-second videos that combine all of the GIFs and will appear as paid media on the likes of Buzzfeed and Teen Vogue.