Vans
“Skate HarD”
INTEGRATED CAMPAIGN
ONE SHOW AWARD
BRONZE PENCIL / YOUNG ONES
Challenge:
Create awareness for the new Pro Classic shoes that can better handle the abuse of skateboarding.
Solution:
Encourage skaters to go even harder by launching Vans Insurance to help them pay for medical costs due to skate-related injuries.
ONE SHOW AWARD BRONZE PENCIL
Two-page vertical ad in skater mags for fans to rip out and hang in their rooms, lockers, etc. for motivation.
LAUNCH VIDEO
Online video showing the pain skaters experience when attempting to land their toughest trick and the reward for not giving up.
Click the PLAY > button above to witness the guts it takes to not back down from a monster 25-stair set…again and again.
CASE STUDY VIDEO
Summary video showing campaign elements.
Click the PLAY > button above to see our campaign in action.
OOH
Inspirational posters displayed near skate stores and skate parks to encourage skaters to go hard.
INSTAGRAM POSTS
Launched social posts that showcase the durability of both the skaters and the Pro Classics. Then, encouraged skaters to share their own battle with a trick using #vans #skatehard.
INSTAGRAM STORIES
Quick-hit vid clips that celebrate not just clean landings, but the many more fails it took to nail them.
Click the PLAY > button above to check out the spills it takes before a clean landing.
Click the PLAY > button above to see more slams before skating away.
PACKAGING
When skaters unbox their Pro Classics, the lid greets them with a message about the shoes’ and skaters’ shared toughness. It also includes simple Vans Insurance enrollment details and a heartfelt thank you for their skating mentality.
APP
Using the Vans Insurance app, skaters can submit instant injury claims, shop Pro Classics, record and log session videos, and use the “explore” map to check conditions at popular skate parks via Vans Cams.
GUERRILLA
We placed Vans Insurance stickers with a gnarly bruise design in the nooks and crannies where skaters end up after being slammed onto the concrete to remind them that Vans has them covered.
