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Vans Pro Classics
Art Direction / Design
The challenge was to differentiate the Vans Pro Classics from regular ol’ Vans. The audience is committed skateboarders aged 15-24 who spend their free time at the skatepark. We wanted to prove to the skating community that Vans Pro Classics will last as long as their skating career. Through an integrated campaign, we will reach skaters where they frequent most: online and outside.
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Insight: Because many skaters become famous at a young age, skaters suffer from Peter Pan syndrome, the fear of growing up.
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Idea: Vans Pro Classics will last as long as their skating career.
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2020 Gold Addy Award-Winning Campaign
Instagram Story Ad
Skate with the Pros: Event
Our event, Skate with the Pros, sends members of the Vans Skate Team to their hometowns to show new skaters how it’s done. The event features a skate ramp in the shape of a pair of Vans Pro Classics. We will encourage attendees to wear their Pros while skating with the pros.
Skate with the Pros: Flyer
The event is promoted through guerrilla flyers in skateparks throughout the chosen cities. We believe promoting the event in the places skaters frequent will make it feel exclusive for skaters.
Skate with the Pros: Sticker
Vans has been making its iconic red skateboard sticker for years. We made a sticker to promote the event for skaters to put on their boards. The stickers will be distributed at local Vans stores.
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