Task: Vans needs an experiential campaign to help restore the 'cool factor' and authenticity of the Vans brand among the global, diverse youth/skate culture.
Insight: Skaters view shoe damage and scars as a badge of honor because it shows you put in your 10,000 hours.
Idea: Vans invites you to skate in their latest kicks at an exclusive active escape skate park experience. Only those wearing worn-in, damaged Vans can enter. But if you're not wearing Vans, we'll still welcome your scars.
How it works:
The experience challenges participants to put in the time to leave their mark and complete skills tests that will earn them swag and new kicks.
Shoe Check: Participants are greeted at the door with a shoe check. Think bowling alley shoe exchange. You’ll exchange the shoes you’re wearing for a new pair of vans to test out.
There’s a section for every skill level.
Cruise: Cruise around and get a feel for the board. Maybe learn a trick or two
Jam: Jam out and catch a flow on the snake run.
Shred: Shred it up and go all out on our street-style obstacles.
