For its centennial campaign, Converse needed a holistic, creative idea to drive business globally. It also wanted to engage its target, the 18-to-29-year-old influential audience. The answer: Converse leveraged its roots in music to celebrate and inspire creative originals of the past, present and future. The result: The hit song and groundbreaking music video of the summer, "My Drive Thru," and the culturally influential "Connectivity" chain campaign. These contributed to record increases in brand exposure, product sales and Web site traffic.