The campaign objective was to drive app downloads and further engagement by creating a physical execution showcasing the Vans Family and making it inclusive and accessible to all. Actively celebrating the diversity of brand advocates and an ‘all are welcome’ / ‘weird is good’ vibe was keenly encouraged. Designed to bring the app to life instore - we designed character illustrations, applied hand-rendered type and the DIY punk aesthetics of a cut & paste ‘zine’ feel from the digital landscape.

 The campaign launched in July 2020, shortly after retail re-opened across the country. We took on the challenge to design an immersive and engaging 3D environment which allowed consumers freedom to interact with the touchpoints, but in a safe and contactless way. We achieved this by connecting the physical space with the digital app across several immersive, contactless CTA’s throughout the store. These linked directly to exclusive app content via printed QR codes, photo opportunities and an instore treasure hunt.

To maintain an authentic aesthetic where-ever possible, we produced most of the elements with hand-rendered paintwork. From reclaimed oil-drums to the entrance’s scaffold and poster-clad hoarding, we delivered a real feel of contrasting textures and DIY features.

We tackled the brief by identifying the target consumers and the retail spaces that they play within. We then devised complete consumer journey profiles for both the established running consumer and the sports amplifier (for directional segmentation). This gave us clearly defined principles from which the creative concepts evolved into a series of established finalised concepts.
 
To authentic our story-telling process, we typically follow the Adidas approved methodology of ‘attract, engage, convert’ which ensures the consumer gains knowledge of the product launch and all key messages/benefits at the appropriate part of their in-store journey, whilst linking through to other channels for consistency.

The campaign objective was to drive app downloads and further engagement by creating a physical execution showcasing the Vans Family and making it inclusive and accessible to all. Actively celebrating the diversity of brand advocates and an ‘all are welcome’ / ‘weird is good’ vibe was keenly encouraged. Designed to bring the app to life instore - we designed character illustrations, applied hand-rendered type and the DIY punk aesthetics of a cut & paste ‘zine’ feel from the digital landscape.

 The campaign launched in July 2020, shortly after retail re-opened across the country. We took on the challenge to design an immersive and engaging 3D environment which allowed consumers freedom to interact with the touchpoints, but in a safe and contactless way. We achieved this by connecting the physical space with the digital app across several immersive, contactless CTA’s throughout the store. These linked directly to exclusive app content via printed QR codes, photo opportunities and an instore treasure hunt.

To maintain an authentic aesthetic where-ever possible, we produced most of the elements with hand-rendered paintwork. From reclaimed oil-drums to the entrance’s scaffold and poster-clad hoarding, we delivered a real feel of contrasting textures and DIY features.