Vans
“ THIS IS OFF THE WALL”
worldwide campaign

CREATIVE & DESIGN DIRECTION

For the first time since its launch in 1966, we renewed the branding of the iconic Skate-shoe brand Vans and created their first ever global campaign. The aim is to recruit more customers across the world but specifically in the US, Germany, China and UK. By modernizing and dimensionalizing the brand, we evolved what it means to be “Off The Wall” today. Introducing color in the new brand system as well as using fresh portrait photography and an entirely analog-made film. We built a robust design system inspired by the iconic checkerboard to tell individual stories among a collective.

We created an infinite amount of layouts, 27 films, 20 Tiktok videos, leveraging brand ambassadors including pro-skater Beatrice Domond and Felipe Nunes, DJs Little Slimz and Arthur Bray, and Nigerian-American Poet Salome Agbaroji, Irene Kim, Cocona Iraka. We built as well two toolkits for the work to be supplied to +30 different countries.

A system that is beautiful, inspiring as well as easily duplicable and scalable for a worldwide market.

Watch the case study here:

TOOLKITS

We designed two toolkits, for the work to be used across +30 markets worldwide. Each of the kits providing direction on typography, colors, art direction, grid, uniquely crafted texture effects, composition and much more. Those kits and how thoroughly crafted they are, insured the success of the campaign to be interpreted by then hundred of designers around the planet.

RETAIL

The system carries on retail stores, featuring our beautiful design. Additionally, the color blocking system is used to dimentionalize the stores. Some selected flagship stores created events at which our clients could get their picture taken and be featured in the campaign.

FILMS

“THIS IS OFF THE WALL” is an ode to those who bring a unique perspective to everything they do.
Using a striking visual device that highlights the distinctive style of some of Vans’ most exciting athletes, like skateboarders Beatrice Domond and Felipe Nunes, as well as musician and actress Little Simz, the campaign celebrates the idea that we all travel different paths on our creative journeys, and because of that, our different personal experiences and points of view make us one-of-a-kind.

crediTS

Agency: Anomaly Los Angeles
Client: Vans
Design Director: Benoit Ollive
Designer: Makena Hammond
Associate Creative Director: Lucy Logan
Senior Copywriter: Erin Kaup
Creative Directors: Joaquin Salim, Mariana Oliveira
Group Creative Director: Jeremy Wirth

Vans “ THIS IS OFF THE WALL”worldwide campaign