Vans Campaign - Sydney Burzynski Portfolio

Vans Campaign

Part of the Integrated Media Collection

Introduction:

I was given the challenge to distinguish the Vans Pro Classics from the classic Vans. The Vans Pro Classics have been redesigned to be super durable, highly cushioned performance skate shoes. Though they look similar in appearance, ultimately Vans would like their skate consumers to seek out the Pro Classics for their performance skate needs.

With this project, I worked with a group of three of my peers to develop and create this campaign. In the end, we bridged the gap between style and performance in the skateboarding world.

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Discover the full story behind our successful campaign by clicking the link below to view the campaign presentation.

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My Work:

The Vans Pro Classics represent a breakthrough in skate shoe technology, combining the timeless aesthetics of the classic Vans with cutting-edge enhancements tailored specifically for the demands of modern skateboarding. These redesigned shoes boast remarkable durability and advanced cushioning, providing skaters with an unmatched level of performance and comfort.

However, the similarity in appearance between the Pro Classics and the classic Vans poses a unique challenge. We must overcome the misconception that they are identical, and educate skate consumers about the distinctive features that set the Pro Classics apart. Our objective is to empower skaters with the knowledge they need to make an informed choice, ensuring they can fully embrace the benefits that the Pro Classics bring to their skateboarding endeavors.

Through our strategic advertising campaign, we will embark on a creative journey to showcase the remarkable transformation that the Pro Classics offer. Our approach will combine storytelling, visual impact, and authentic connections to captivate the skateboarding community and highlight the performance advantages of the Pro Classics.

We will leverage various channels, including digital platforms, social media, skateboarding events, and influential partnerships, to reach our target audience. By collaborating with professional skateboarders, engaging with skate communities, and generating buzz through compelling content, we will create a wave of awareness and excitement around the Pro Classics, igniting a desire among skate consumers to seek out these game-changing skate shoes.

Our campaign will not only focus on the features and benefits of the Pro Classics but will also celebrate the spirit of skateboarding, emphasizing the passion, creativity, and individuality that define the skateboarding culture. By aligning the Pro Classics with the values and aspirations of the skateboarding community, we will foster a genuine connection and cultivate a sense of loyalty towards the brand.

The Breakdown of My Work:

With this project, I harnessed my creativity and strategic thinking to craft a range of activations that effectively addressed the identified problem and propelled the brand's presence to new heights among the target audience. From immersive experiences to interactive digital campaigns, each activation was meticulously designed to captivate and engage, leaving a lasting impact on consumers and driving meaningful results for the brand.

Print Advertisement

Here is the print advertisement, which is strategically adapted for two distinct platforms, presents an opportunity to connect with skate enthusiasts at community skateparks and within the pages of renowned skate magazines, both in print and digital formats.

In the first format, we envision this advertisement as a vibrant and eye-catching poster, purposefully displayed at community skateparks, where the skate culture thrives. Stapled to bulletin boards, this poster seamlessly blends into the skatepark environment, commanding the attention of skaters during their sessions. The goal is to create an immersive experience that immediately resonates with the target audience.

The second format involves full-page advertisements that will grace the pages of esteemed skate magazines such as Thrasher Magazine and Juice Magazine. These influential publications hold immense relevance within the skating community and offer a national reach, with a particular emphasis on the skate-centric West Coast.

At the heart of the advertisement lies a visually striking scene that plays into the nostalgia of diners, seamlessly tying into the overall campaign theme. An upside-down Vans shoe rests on a retro plate, reminiscent of the famous waffle design on the sole of the shoe. The plate is artfully arranged on a diner's table, adorned with breakfast essentials such as a cup of coffee, a fruit cup, maple syrup, and chocolate chips. The inclusion of a fork, knife, and napkin completes the setting, evoking a sense of anticipation as if the viewer is about to savor a delicious breakfast.

Accompanying this engaging visual, the advertisement's copy reads, "the new recipe." This clever play on words references the redesign of the Vans Pro Classics, highlighting the introduction of exciting new features and performance enhancements. It also includes a lighthearted nod to the shoe's resemblance to a waffle, adding a touch of humor and further reinforcing the nostalgic theme.

Through this carefully crafted advertisement, we aim to communicate the unique selling points of Vans Pro Classics, bridging the gap between classic Vans and the enhanced performance of the Pro Classics. By placing the advertisement in the hands of skatepark visitors and within the pages of esteemed skate magazines, we maximize its exposure and ensure it reaches the target audience effectively.

Our advertising campaign is centered on addressing the challenge of distinguishing Vans Pro Classics from the classic Vans. By leveraging nostalgia, humor, and an understanding of the skate community's preferences, we create an emotional connection that showcases the durability, cushioning, and overall superior performance of the Pro Classics.

Out of Home Advertisement

Here is an impactful out-of-home advertisement that strategically targets major metropolitan areas and highways, with a special emphasis on the vibrant skate culture of the West Coast. This static billboard for Vans combines clever imagery, a touch of nostalgia, and a witty message to captivate passersby and leave a lasting impression.

The billboard features a visually arresting scene, with a Vans shoe playfully stuck in a puddle of maple syrup. This clever visual reference to the waffle-like grip design immediately catches the eye, invoking a sense of familiarity and drawing viewers in. By incorporating elements of nostalgia and humor, we tap into the emotional connection that skaters and diners alike share, creating a unique and memorable experience.

The billboard's copy, "get a grip," serves as a clever double entendre, effectively conveying two key messages. Firstly, it references the strong traction of Vans Pro Classics, emphasizing their superior grip and performance on the skateboard. Secondly, it playfully alludes to the humorous situation of the shoe being stuck in syrup, adding an element of wit and visual interest to the overall message.

Strategically placed in downtown areas of major metropolitan cities and alongside highways, this billboard ensures maximum visibility and exposure to a wide audience. By focusing on the West Coast, where skateboarding culture thrives, we aim to specifically target and resonate with the passionate skate community.

This out-of-home advertisement is a crucial component of our broader advertising campaign, which addresses the challenge of distinguishing Vans Pro Classics from the classic Vans. By leveraging elements of nostalgia, clever visuals, and a touch of humor, we aim to educate and engage skate consumers, highlighting the unique benefits and enhanced performance of the Pro Classics.

Through this dynamic billboard, we strive to not only capture attention but also ignite curiosity and excitement, prompting viewers to seek out Vans Pro Classics for their skateboarding needs. This visually striking advertisement represents our commitment to creating impactful and memorable experiences, while effectively communicating the message of durability and performance that sets Vans Pro Classics apart.

Social Media Post

Here is a creative Instagram post tailored for the discerning audience of ages 15 to 24, designed to captivate their attention and evoke a sense of nostalgia while promoting the innovative Vans Pro Classics. This post was designed to play into the audience's love for unique visuals and tap into their desire for distinctive experiences.

The post features a playful and unexpected twist, with a Vans shoe cleverly positioned upside down on a plate, reminiscent of a delectable waffle. This creative approach immediately catches the eye and sparks curiosity, drawing viewers into the content. By infusing a touch of whimsy and unexpectedness, we aim to forge an emotional connection that resonates with the target audience.

The caption, "order up!", serves as a call to action, enticing viewers to engage further with the post and explore the story behind the captivating imagery. It also subtly hints at the connection between Vans Pro Classics and their renowned durability and performance. The use of this phrase adds a playful and relatable tone, appealing to the target audience's sense of adventure and youthful spirit.

The underlying strategy behind this social media post is to address the problem at hand – the similarity between Vans Pro Classics and the classic Vans – by leveraging nostalgia. By tapping into the audience's familiarity with classic Vans, we create a bridge that introduces the enhanced features and benefits of the Pro Classics. This approach aims to educate and inform, ensuring that skate consumers are aware of the difference and are inspired to seek out the Pro Classics for their performance skate needs.

Through this captivating visual and concise caption, we aim to leave a lasting impression on the target audience, piquing their curiosity and driving engagement. By seamlessly blending creativity, nostalgia, and the key message of durability and performance, we strive to position Vans Pro Classics as the top choice among skate enthusiasts.