VANS HOLIDAY 2022 —
THIS TIES US TOGETHER
Film, Social, Experiential In-Store, Activation
Other Holiday campaigns tell stories about traditional families. For Vans’ Holiday 2022 campaign, we flipped tradition on its head and focused on the things people do together that make them one.
The entire campaign highlights three unique families that embody the brand’s core pillars—music (MUNA), art (Bob Baker Marionette Theatre) and action sports (Bottomfeeder).
We created a series of films that tell their stories, as well as the brand’s first immersive AR retail storefront, a scrapbook landing page takeover, and even made an appearance on Roblox.
Client: Vans
~ FILMS ~
~AR STOREFRONT~
We also brought the campaign to life across 500 Vans storefronts in an interactive way.
Giving shoppers the chance to scan and virtually unwrap presents via AR, receive a Holiday message from a Vans family, and shop looks online.
Shoppers scanned the QR code to unlock an animated 3D scene. They were then given the option to select one of three “virtual gifts” inspired by our Vans families (Muna: a rock band, Bottom Feeder: a queer skate crew, and Bob Baker Marionette Theater: a puppeteering group).
After selecting a gift, they were prompted to scratch to unwrap it. Causing the gift to virtually burst into a dynamic 3D takeover inspired by their selected family’s style.
A holiday message topped it off, along with. the ability to play with the now-transformed space.
We took inspiration from each family’s unique forms of expressions and utilized a hero element where our users are able to play and interact with their gift after they unwrapped their presents.
Users could strum Muna’s guitar with a tap, land different tricks on Bottom Feeder’s skateboard with a swipe, and sway Bob Baker’s marionette.
~ SKATEPARK ISLAND ~
We even dropped a Vans-ified holiday-centric skatepark island in Roblox.
~ landing page ~
This takeover let visitors shop family looks through a collaged photo album, all while learning more about our fams by watching their film stories.
CREDITS
DIRECTED BY:
Camila Cornelson
MY ROLE:
Senior Copywriter
IN COLLABORATION WITH
Rachel Leathers, Holiday Black, Bruno Luglio, Shawn Knight
Allison Bana, Eddie Granado, George Hatton.