CAMPAIGN DESIGNED BY NICOLE MCKINNON
BRIEF Vans target audience is males and females between the ages of 13 and 18. These people are athletic and always on the move. They are primarily skaters and surfers. They could either be from the city and enjoy walking or riding anything but a car to their destination, or they could be from a quaint beach town and enjoy their off time at the beach or at the skate park. Vans target audience likes to express themselves through their style and what music they listen too. They are adventurous, courageous, and invincible people that need comfortable and reliable shoes for an affordable price. Vans competitors are brands such as Nike, Converse, and Addidas. Nike uses mostly athletes in their ads and have a very sleek look while Addidas follows suite. Converse’s ads are more grunge and rock and roll. Vans takes its own direction by using skaters and surfers in their ads rather than basketball and soccer players. Vans is targeting a very unique kind of kids so they need a very unique campaign. The audience loves Vans because they are affordable, comfortable (even more so the longer you wear them), reliable, and come in a variety of colors and styles. They are perfect for long adventures or skate trips around the city. The objective of this campaign is to reach the target audience and hit home. To come from a place where they are familiar, can relate to and create an even more positive outlook of Vans. We want to encourage a fearless outlook on life and to take risks and go on adventures. Vans does not let fear stand in its way and is unstoppable and so are the people that wear them. The main message of this campaign is that Vans is unstoppable and so are the people that wear them.
Interviews Question: What are your views on Vans shoes? Answer #1: “I love how you can pretty much wear them with anything and the best part about them is that they get better and more comfortable as they get older. I have the most haggard pair of authentic that I wear all the time. They have a ton of holes but I won’t throw them out. They are cheap and won’t break your bank and you will have them for so long.” Answer #2: “I like them. They are cool I just think they are a little low around the ankles. I have worn them in the past but I tend to change up my shoes a lot.” Answer #3: “I like them because they have so many different colors and options...you can pick plain ones and really color ones....they are super comfortable and casual and great for a day filled with walking or adventures.” Question: What are you ambitions? Answer #1: “I hope to travel the world or at least see as much of it as I can before I die. I want to live life to the fullest and not let any one or anything hold me back. I hope to achieve my goals and accomplish my dreams. And of course one day find someone with these same ambitions to conquer the world with.”
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U N S TO P PA B L E TO U R B U S T H E VA N S TO U R B U S I S T R AV E L I N G A C R O S S T H E C O U N T RY S C O P I N G O U T U N S TO P PA B L E YO U N G P E O P L E . W HO S O N THE BUS? A LL FOU R OF VAN’ S S IGN ITUR E MEMBER S, CHIM A FUR GUSON A N THONY VAN ENGELO N G EOFF ROWLEY TON Y TRUJILLO
W HER E I S THE BUS G O I N G ? L O S AN G E L E S , C AL I FOR N I A W HEN ? J U N E 1 S T-AU G U S T 1 S T, 2 0 1 4
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TOU R B U S
ABOUT UPDATES PICTURES VIDEOS
THE TOU R BU S
ABOUT The Vans tour bus is traveling accross the country looking for young, talented and unstoppable individuals. Signiture athletes such as Chima Furguson, Anthony Van Engelon, Geoff Rowley, and Tony Trujillo will be taking part in this adventure and scoping out these unstoppables. Other pro skaters from different regions will be meeting up with the bus to skate and play with whoever is down for a good time and a great opportunity. Those who are deemed “unstoppable” will have their name painted on the new skatepark funded by Vans in Los Angeles, California.
TOU R BU S
UPDATES WHERE IS THE BUS NOW?
WHERE IS THE BUS STOPPING IN THE FUTURE? WHO WILL BE AT THE SKATEPARKS? WHO HAS BEEN DEEMED UNSTOPPABLE SO FAR?
Official Van instagram from our California HQ. Music, art, boards, bikes, and style. We are unstoppable and so are are you. Don’t forget to post pictures or videos of your untoppable moment. Just #unstoppable and tag us in order to win a trip paid by us!
Vans Unstoppable Tour Bus
Our Vans tour bus is traveling across the country scoping out unstoppable kids. Here’s what we’ve discovered so far...
Our Unstoppable Winners So Far
Check out the winners of our unstoppable Instagram challenge. These kids don’t let fear stand in their way of having a good time!
THE TO U R B U S C L I C K THE B AN N E R TO FI N D O U T M O RE
DESIGN RATIONALE This campaign is designed to encourage the target audience to face their fears and start living life on a more courageous level. The theme of the campaign is “unstoppable”. Vans is an unstoppable brand and is always up to something new and exciting and so should its audience. The commercial is designed to exemplify this idea. It is putting a face to the people that wear Vans and showing how they can face their fears because they are unstoppable. The people in the commercial is the target audience thus relating to the viewers we are trying to reach. The music is their style and the outrageous idea of facing their fears is exciting and fun to them. The event, “Vans Tour Bus” was designed to cause excitement and adventure to the campaign. It is an opportunity for unstoppable kids to become known and get their name permanently established in a skate park in LA. It is a chance for these kids to meet pros and even travel with them if they have the guts. The instagram challenge (#unstobbale) is a great way for the audience to share their experiences and win an unbelievable trip paid by Vans for having the most courageous unstoppable picture. The winners are then shared on the Vans Facebook page so the world can look through all the fear these unstoppable kids are facing. The Facebook page is also keeping up with the tour bus. Viewers can scroll through the numerous images and videos of the people Vans is discovering along the way. It is along and crazy adventure so Vans will have a lot to share. The installation in LA at the skate park Vans is building for the bus tour destination is a type of skate Hollywood Boulevard for skaters. It is a way of sponsoring these kids and getting their name out to the world. These kids are not only great at their sport but not afraid to reach out and help the community. The unstoppable app is another great way for people to be able to follow the tour at their convenience. It provides updates, news, pictures, and videos, of the tour bus adventure and way for people to locate the bus and maybe even take part in this amazing event. The Pandora ad is an excellent way to advertise the tour bud event and a way to link Pandora listers to the Vans event page so they can learn about the campaign and download the app if they are interested in following it.