EXTREMELY SKATEABLE
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What we want
We want fans to know that despite its unchanged classic looks on the outside, the Vans Pro Classics are a completely resigned and more durable high performance skate shoe.
We would like to attract and focus on core and committed skateboarders, ages 15-24.
THE GOAL
What we know
Skaters see the world as their playground and are always on the lookout for new spots to shred.
EXECUTION
What we did
To make skaters notice the new Vans, we modified basic advertising space to make them EXTREMELY SKATEABLE - just like the Vans Pro Classics.
When someone skates an ad, a motion capture camera will automatically save a video and upload it to Vans social channels particularly Instagram and Tik Tok. Skaters with the most views receive a pair of shows from the ad they've been skating on.
We added sweet tech
Adding motion and metal sensing tech to detect when someone is skating on the ad creates real-time, dynamic, billboards broadcasted to places like Times Square.
Recorded videos are uploaded to Tik Tok and Instagram.
and hit up social media
We partner with the most influential skate accounts, have them shred on our ads, posting it for all fans to enjoy.
