Vans: Hardcore Cushioning
for The Oneshow Young Ones Competition
Since Vans Pro Classics look almost exactly like Vans Originals, how can we ensure skate consumers know the difference and seek out the Pro Classics for their performance skate needs? We engineer ways to let the audience experience Vans Pro Classics' cushion in ways they would encounter naturally.
Approach: We wanted to send young skateboarders a message loud and clear, Vans Pro Classics are the best skate shoes around. What became important to us was actually letting our target audience experience it first hand. For this target, telling them why the product is the best isn't enough. We had to prove it to them and where else do you speak to skateboarders except at the skate park? Letting the audience really experience the product in fun ways relevant to their activities (aka slamming into walls and grinding down bars) is the #1 way to really spread the message of new Vans Pro Classics.
