VANS HOLIDAY CAMPAIGN
For the 2022 Holiday season, Vans wanted to make a bold and authentic statement. While traditional holiday campaigns often depict conventional families engaging in familiar traditions, Vans redefined the narrative by celebrating the creative bonds that bring people together as family.
The result was This Ties Us Together—a fully integrated 360° campaign that showcased three distinct family groups embodying Vans’ core pillars: skate, art, and music. The campaign featured compelling films, a dynamic visual identity, an extensive suite of digital assets, and Vans’ first-ever augmented reality storefront, delivering an immersive and impactful brand experience.
Awards: FWA of the Day
HERO
BOTTOM FEEDER
A queer skate collective based in Los Angeles, Bottom Feeder, is renowned for its annual holiday-themed skate videos. With each passing year, they continue to carve out safe and inclusive spaces for queer youth to embrace the festive season. Their unique take on tradition often involves reimagining iconic holiday figures, such as the mischievous Krampus, adding a rebellious twist to the celebrations.
BOB BAKER MARIONETTE THEATRE
The Bob Baker Marionette Theatre, Los Angeles’ oldest children’s theater, is celebrated for its iconic annual Christmas puppet show. A pioneer in the world of entertainment, the theatre played a significant role in the early set design of Disneyland. Since the 1960s, it has served as a creative haven for misfits and innovators, providing a vibrant space for diverse communities to come together and celebrate the magic of performance art.
AR WINDOW
In partnership with Tool of North America, we brought to life Vans' inaugural augmented reality storefront window. Passersby were encouraged to scan QR codes, which unlocked a playful and interactive experience. By scratching their screens to "unwrap" virtual gifts, users triggered an explosive animation, unveiling three distinct experiences—each representing one of our featured families. The experience culminated with the opportunity to view these families' films and enter for a chance to win a year's supply of Vans for themselves and those they consider family.
Awards: FWA of the Day
VANS RETAIL
Our vibrant, eye-catching graphics captivated passersby, drawing record traffic in both mall and retail environments. The bold, inclusive messaging, paired with festive holiday promotions, effectively stopped shoppers in their tracks, creating a lasting impact and elevating the holiday shopping experience.
ROBLOX
We seamlessly integrated our bespoke patterns and design system into the Roblox Vans World, creating a custom holiday-themed skatepark. This digital space offers Gen Alpha the opportunity to skate online with their community, while immersing themselves in a one-of-a-kind "Off The Wall" experience by Vans.
Collaborators: Bruno Luglio, Mia Madrid, Rachel Leathers, Holiday Black, Ben Kaplan, Behnia Rahmati, Ben Trepanier, Julia Eslinger, Tierney Stout, Brianna Caeser, Carly Gomez, Marc Johns, Rob Teague, Camila Cornelson, Alison Banna, Eddie Granado, Nate Rogers, Alanna Litchwardt.