RGB lighting, 4 emerging illustrators and 40,000 balls - an immersive brand activation for Vans, based on personal expression.
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To celebrate the launch of Vans new online shoe editor “Customs”, we created an installation that would bring the “Off The Wall” spirit to the House of Vans London, and showcase the creative potential of the Customs technology.
Insight: One of the most exciting elements of the Customs platform, is the ability to put your own artwork on a pair of Vans. This freedom of expression is at the heart of the Vans brand, and became a central focus for us. We developed a creative strategy based around this idea.
Outcome: For this, we created a giant adult ballpit of RGB balls, and commissioned four prominent young illustrators to create RGB artworks. These were blown up to giant sizes, and also made into Custom Vans. Using RGB lighting, the artworks and balls were animated in a giant optical illusion, turning them into physical GIFs.
The activation was all played out to a custom soundtrack created especially for the event.
Delivering A Full Creative Strategy: For this activation, we worked with the House of Vans London team to develop both an overarching creative strategy, and the physical and digital assets to deliver that.
This included, numerous physical on-site elements, social media videos, print and digital marketing assets and activation identity in line with the Vans brand guidelines.
What Happened:
No.1 Thing to do in London by TimeOut London
Over £1m worth of PR value
Numerous print and digital features in UK media including TimeOut, Le Cool and Londonist
Credits:
Illustrations: Martina Paukova, Dale Crosby Close, Sam Taylor and Chester Holme
Sound Design: Ben Williams
