Vans

Leveraging an established streetwear brand to connect with a new generation of devotees.

The 2016 This is “Off The Wall” promo was commissioned as a special brand campaign that was to be exhibited in select retail locations. The creative highlighted Vans history and culture in an immersive way while also providing a valued keepsake for customers.

The Brief

Vans wanted to celebrate 50 years of streetwear heritage and share its story with its loyal fan base. The timeline was aggressive and the budget firm. Each retail store was unique in some way so environmental graphics posed challenges that would make it impractical to implement. Additionally, the company wanted a way to have this story resonate long after the campaign was over.

The Approach

We needed to take a modular perspective to implementation that would allow an efficient and impactful result. A short list of retail locations were chosen that would have distinctive displays highlighting Vans culture and history. To give the retail environments the enticement to draw guests in a “sizzle” video was created which also included a complementary printed lookbook that customers could thumb through.

The Result

Retail environments showcased the company’s history with nostalgic pictures and artifacts connected to a timeline. Objects tied to music and pop culture influences were also displayed throughout the spaces. The large video display provided a dramatic focal point for guests as they perused the retail space. For every purchase, customers were given memorable lookbooks that highlighted Vans culture and history.