Vans Creative
For my "Communications & Visualisation” university project as part of the 24/7 Carat agency, the task was to promote art through a brand. I chose to reposition Vans, the iconic footwear and apparel brand. Traditionally rooted in skate culture, Vans’ narrow focus limits its reach into other creative subcultures. This campaign aims to broaden Vans’ appeal by targeting musicians and dancers, embracing art as a universal form of expression. By connecting with the rebellious spirit of Gen Z artists in cultural hubs like London, Berlin, and Paris, Vans can redefine itself around creativity and individuality, reaching beyond its skater roots to a wider, more diverse audience.
*Click the image above to explore the full project debrief
Touchpoints
Touchpoints
Guerilla marketing
In the iconic tourist spots of London, Berlin, and Paris, a stage, statue, or wall is waiting for artists to bring it to life with their art.
A series of posts will be shared on @vans_europe to reach the intended audience.
Out-Of-Home advertising
Posters and billboard signs will be spread across the cities.
Website
*Click on the image above to view a prototype of the website
This webpage serves as the campaign's final touchpoint before the installations. The posters and Instagram posts will direct users to this page, which is also linked on the main Vans EU site, to raise awareness and drive traffic. It offers users an engaging opportunity to learn more about the movement and discover the locations of the guerilla art displayed throughout the city. By providing this resource, the target audience can connect with Vans' values and explore the creative expressions that define the brand.