Vans: True You

This was a campaign for my Advertising Writing and Production class (CMM 3710). For this campaign, I selected a product of my choice and developed an integrated campaign with the following elements: a creative brief, one print ad, one digital ad, one TV/video or radio ad, and one out-of-home ad. I was given plenty of freedom with this project in regards of budget and creative ideas.

Project Summary

I will be conducting a new campaign for the shoe company, Vans. Vans shoes started off as a “punk” choice for consumers. The brand used to be worn and marketed towards skateboarders but now popular hip hop and rap artists have been seen wearing them and posting pictures of them on their social media, boasting the idea of nonconformity and creativity associated with wearing Vans. Moreover, positioning Vans as the non-“Sperry” shoe, where multiple color options and customizations show a personality of adventurousness and creativity. This campaign will revitalize and modernize Vans’ original image.

Objective

Vans became a more popular choice of shoe after viral videos such as “Damn Daniel” and various influencers/artists wearing them. Pop culture references and influencers will be an essential element of this advertising campaign, emphasizing creativity and self expression. Through my message of “True You” emphasizes on being your true self, through self-expression, individuality, and breaking out of society norms.

Target Audience

The target audience consists of young adults, mainly in college. They want to break out of the norms of boring clothing and want to be noticed for their fashion choices. The shoes themselves are relatively inexpensive: the “Classics” collection ranges from $50-$90, depending on the customization the consumer wants. Therefore, the price is appealing to young adults and college students. The target audience are those who are spontaneous, go with the flow, and those who do not like living life in a routine.

Project Tone

The tone would be fun and casual. It will be relatable to young adults who live hectic lives in college or recently out of college, looking for an inexpensive shoe choice that offers individuality.

Messaging

A large portion of the messaging will promote individuality, with slogans such as “Live YOUR Life” and “True You”. Showing audiences that wearing these shoes will allow you to take control over your life and express yourself through the shoes you wear. Moreover, stressing the idea of breaking out of the norms of life, still keeping up with the Vans mentality of a punk lifestyle.

UNMODIFIABLE BRAND ASSETS

The Vans logo must be used along with the slogan: “Off the Wall” – meaning unconventional and eccentric (and in direct reverence to skateboarding). The logo is usually depicted with colors of white, black, and red.

competition

Vans biggest competitors would be Nike, HUF, and Puma. Nike has a grip on the shoe market. HUF has a similar branding as Vans: nonconformative, bold, colorful.