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CLIENT
Vans
PITCH
Vans Pro Classics look just like classic Vans, but have been redesigned to be super durable, highly cushioned performance skate shoes. Since they look almost exactly like classic Vans, (the original skate shoes from the 70s and 80s) consumers can't tell the difference. With the "Licensed to Skate" we make sure skate consumers are aware of the difference and seek out the Pro Classics for their performance skate needs.
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ROLE
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Conception
Design
Art Direction
Copywriting
YEAR​
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2019
TYPE OF PROJECT
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Strategic Campaign
The Challenge
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To make sure skate consumers are aware of the difference between Vans Pro Classics vs the classic Vans leading them to seek out the Pro Classics to enhance their skating performance.
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The Insight
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Pro Classics give you the performance of a modern skate shoe without having to give up a classic look.
The Idea
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Real skaters use vans to skate, that is no secret. However, the shoes' fashionable design has drawn in the masses, making it hard to distinguish between the real skaters from the style hunters.
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To avoid this confusion, Vans has relied on exclusivity.
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Everyone likes exclusivity, even skaters (though they won't be quick to admit it). Now add to that exclusivity a piece of physical evidence that proves your level of skill.
Now add to that rewards for being the best at your craft.
All of this combined gave way to the "License to Skate"
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Obtain License to Skate at your local skate park.
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Vans booths will be set up for registration.
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Prove your skills to the professional skating staff members and become approved
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Get licensed online, by uploading a video proving your skills to a social media platform.
#licensetoskate
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Take or upload personalized picture for the license
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Share it on social media
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Enjoy unlimited discounts by presenting your ID before every purchase. Both instore and online.
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