Communication Objectives
To encourage society to break the mold of the cookie-cutter persona.
Target
Creative people, as well as those who need to break out of their shell and get in touch with their creative side
- Edgy
- Unique
- Skater/Surfers
- Durability allows customers to invest in a pair of Vans for life. Vans will last them through whatever risks they want to take, whatever creative whim they want to pursue.
- Creativity encourages the “Off the Wall” mentality and inspires them to live that motto in their everyday lives, through risk-taking and dream-pursuing.
- Consumers should believe the ad because Vans and their customers embody rugged individuality every day when they engage in extreme sports, doodle on Vans, and explore their creative sides.
- Inspiring creativity and ambition
- Encouraging individuality and rebellion from the norm
- Range of products that allow customers to pursue their dreams and their fears in a concrete way and improve their performance
Tone
The message conveyed is:
- Individual
- Creative
- Motivational
- Encouraging
- Simply stated
- Animated
Single-Minded Proposition
Anything goes for an individual’s creativity.
Big Idea
Don’t be afraid to express what you like and how you like it because everything is off the wall if you want it to be. Doodling on shoes, skating, and surfing, all show an individual’s personality and interests, and Vans encourages everyone to be themselves.
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