GOAL: TO POSITION VANS AS A VIABLE SHOE BRAND OPTION FOR YOUNG PROFESSIONALS BETWEEN 25-35.

THIS CAMPAIGN FOR VANS STARTS WITH A MAGAZINE AD, LEADING TO A LANDING PAGE WHICH IS ACCOMPANIED BY A MOBILE APP. I CHOSE VANS AND POSITIONED THE BRAND TO YOUNG PROFESSIONALS, COMPLETING THE WHOLE PROCESS FROM STRATEGY TO CONCEPT AND EXECUTION.

WHY I DID WHAT I DID:

  1. Research showed that a lot of people in this demographic owned Vans at one point in their life, but didn't think of them as a viable shoe option anymore. 

  2. The majority of people didn't know about the professional shoes that Vans has to offer, like the OTW line. 

  3. 25-35 year-olds are typically starting their families and catalyzing their careers.