Description
Vans, the original action sports brand and icon of creative exploration, celebrated the latest styles of the Vans MTE™ collection by teaming up with creative independent agency GUT Los Angeles and sent a gigantic pair of replica Vans vehicles (or “Vans vans”) on a journey to the unexpected around New York City, illustrating the footwear’s functional benefits against cold weather elements.
The 10-foot replica of the adventure-inspired, Sk8-Hi MTE-3 took a scenic drive from Upstate New York, through Manhattan’s crowded Meatpacking District, all the way to Anthony & Son Panini Shoppe in Williamsburg, Brooklyn, before traversing Long Island City, dropping in Dumbo, and cruising through the Upper West Side. Vans also tapped popular NYC influencers, New York Nico and Lil Mo Mozzarella, to come along for the ride, sharing the story and inviting locals along the way to try out Vans MTE™ styles first-hand by giving them a pair of the new winter footwear to walk away with.
Built to replicate near exact details of the Vans’ MTE-3, the Vans vans showcased an outsized version of the MTE style, both inside and out. The left-and-right vehicles hit the streets in tandem and invited passersby at local stops to check out the interior, outfitted to play up how cozy and comfortable MTE keeps the wearer even on a cold adventure or rainy commute. In true Vans fashion, each Vans MTE™ van was finished with the brand’s signature checkerboard design for instant recognizability.
This professional campaign titled 'NYC Takeover of First Ever Pair of "Vans vans"' was published in United States in December, 2022. It was created for the brand: Vans, by ad agency: GUT LA. This Experiential medium campaign is related to the Fashion and Sportswear industries and contains 5 media assets. It was submitted over 1 year ago.
Credits
Vans:
Senior Director, Brand Management Marketing (Americas): Marc Johns
Director of Brand Management, Lifestyle (Americas): Steve Balser
Director, Product Marketing: Mark Goldman
Manager, Brand Management, Lifestyle – Street (Americas): Hector Osuna
Product Marketing Operations Specialist, Americas: Taylor Olson
Creative Director: Bruno Luglio
Sr. Creative Director, Brand Environments & Experiences: Benjamin Kaplan
Sr. Global Public Relations Manager, Brand Communications: Taylor Norman
Global Public Relations Manager, Brand Communications: Cassandra Ahwah
Senior Coordinator, Global Brand Comms, PR, Influencer Seeding: Nina Nasr
GUT Los Angeles:
Co-Founder & Creative Chairman: Anselmo Ramos
Managing Director, Global Chief Client Officer & Partner: Carmen Rodriguez
North America CCO & Global Partner: Ricardo Casal
North America CCO & Global Partner: Juan Javier Peña Plaza
Global Chief Strategy Officer & Partner: Fernando Ribeiro
Head of Account Management: Joselyn Bickford
Account Management Supervisor: Carolyn Martin
Head of Production: Renata Neumann
Executive Producer: Jack Cutler
Producer: Amber Peña
Director of Communications: Alexandra Velasco
Executive Creative Director: Ariel Abramovici
Executive Creative Director: Bruno Acanfora
Associate Creative Director: Sofia Rosell
Associate Creative Director: Paulo Damasceno
Associate Creative Director: Jeffrey Schermer
Director of Creative Operations: Junia Parodi
Creative Manager: Carolina Perez
Group Strategy Director: Bruno Steffen
Senior Strategist: Maria Fernanda Perez
Jr. Strategist: Carolina Pileggi
Creative Intern: Natan Dorenbaum
Creative Intern: Max Palmer
Street Factory Media:
SVP Integrated Projects: Aurora Bell
Senior Producer: Bri Morel
Associate Producer: Kayla Bauer
Associate Producer: Eli Sanchez
Fabricator: Robert Butters
Content Director: Mike Jones
DP/Editor: Nate Estrada
Videographer: Reilly Balcom
Videographer/Drone Operator: Rugz
Photographer: Scott Kaplan
Audio Specialist: Michael Marchand
Head PA: Michelle Rosado
Locations Manager: Tim Hayes
