Converse is one of the most unconventional brands in the footwear sector, the commitment to amaze public and support pioneering spirit underlies the chucks label’s philosophy since the day the brand was started. Converse has kicked off a great ambient campaign in the UK, which offers passers-by an opportunity to take the brand’s shoes in extraordinary situations right in the street. To launch the promotion dubbed ‘In case of emergency’ (or I.C.E.) Converse put its winter boots into special red street boxes in secret locations across the country—the shoe wear can be taken out by any one, if he or she really needs it.