Join us as we unravel the key elements of this new campaign, exploring how Vans leverages digital platforms, storytelling techniques, and brand positioning to create a compelling narrative that resonates directly with their target audience.
Motivation for a New Campaign
Vans has launched a groundbreaking ad campaign titled "Always Pushing," showcasing a fresh approach to storytelling that combines physical and digital elements. This campaign pays homage to the pioneering spirit and boundless optimism that have fueled skateboarding culture - and subsequently, mainstream culture - since Vans' inception in 1966.
It serves as a rallying cry for the Vans community to shape the future and drive cultural evolution in their desired direction. The initiative comes at a critical time for Vans, as its financial performance has been lackluster, impacting VF Corporation's overall earnings. In response, Vans has brought in a new brand president and is actively repositioning itself within a broader corporate transformation strategy that encompasses VF's other brands like The North Face and Timberland as reported by Marketing Dive.
Conveying Vans' Ethos with Key Players
By constantly moving forward while still honoring tradition, Vans is embracing a fiercely forward-thinking mindset that permeates the worlds of skateboarding, art, music, and more. This philosophy is deeply rooted in Vans' iconic "Off the Wall" mentality and now plays a central role in their latest storytelling initiatives of "Always Pushing." The 60-second film showcases the warm, rebellious nature of skateboarding, featuring diverse scenes -- from wild tricks to group skate sessions worldwide.
Vans has chosen a variety of individuals who represent the "Always Pushing" philosophy to demonstrate their creative vision. From Paris to LA to Tokyo, a vivid tapestry of content is being woven by director ALEX/2TONE, a multi-talented creative force known for his work with the legendary LA streetwear brand Born X Raised. Alongside him are Vans Skate team members, skateboarding pioneer Tony Alva, alternative rap duo Paris Texas (also providing the campaign's soundtrack), Vans Brand Curator Atiba Jefferson, alongside an array of global skateboarders, BMX riders, and creatives who share Vans’ commitment to fearless progression.
A Dual-Pronged Approach
Phygital marketing is a strategy that combines the physical and digital worlds to create a seamless and immersive experience for customers. It involves using technology, such as augmented reality, virtual reality, and other digital tools, to enhance in-person interactions and engagements with a brand. This approach recognizes the importance of both digital and physical touchpoints in a customer's journey and aims to create a cohesive and engaging experience across all channels.
Vans is now leveraging this approach; "Always Pushing" isn't just a campaign - it's the soul of Vans' brand vision coming to life. It captures the essence of their global community - optimistic, irreverent, and free-spirited. They have been implementing hyperlocal and innovative media strategies that combine both physical and digital ad experiences to share these stories with fans and newcomers globally during significant cultural events, such as fashion shows, sports tournaments, movie premieres, and unique experiences like The Bunt Jam. Vans is consistently raising the standards and exploring new territories in their creative pursuits.
As an established digital ad agency in Denver, we understand the importance of staying ahead of the curve and leveraging the latest trends in marketing to help our clients succeed. Phygital marketing is a fantastic way for brands to connect with their audience in a more dynamic and memorable way, ultimately strengthening their brand and building a loyal community of long-time supporters.
Partner with FiG to Start Connecting with Your Target Audience
Vans' newest ad campaign is a powerful example of how strategic marketing and advertising can breathe new life into struggling brands by elevating their image and connecting with their target audience on a deeper level. If you're looking to take your marketing efforts to the next level and start connecting with your target audience in a more impactful way, it's time to enlist the expertise of Real FiG Advertising + Marketing. Together, we can create campaigns that resonate with your audience, improve engagement, and ultimately, drive your business forward.
Contact us now to get started on the path to success!