VANS
Every day, nearly 200 young people in the U.S. go to the hospital for skating-related injuries. This is not a crisis. It’s skate culture. And Vans celebrates it with the new pro classics shoes that are as durable -inside and out- as hardcore skaters which is why we decided to launch the pro classics with Vans Insurance.
PACKAGING
When skaters unbox their Pro Classics, the lid greets them with a message about the shoes’ and skaters’ shared toughness. It also includes simple Vans Insurance enrollment details and a heartfelt thank you for their skating mentality.
APP
Vans Insurance is the first-ever, zero-deductible supplemental insurance exclusively for skating injuries. It helps cover ER visits, doctor co-pays, x-rays, and physical therapy. Using our app, you can submit instant injury claims, shop pro classics, record and log session videos, and use the “explore” map to see conditions at popular skate parks via Vans cams.
LAUNCH VIDEO
Our online video celebrated the pain skaters experience, both physical and emotional. Because skaters know pain is unavoidable, and the only choice is to go at it hard.
We put a two-page centerfold ad in skater mags for skaters to rip out and hang in their rooms and lockers.
OOH
In addition, we displayed posters near Vans stores and skate parks to inspire skaters to go hard.
GUERRILLA
We placed gnarly bruise stickers in the nooks and crannies where skaters end up after being slammed onto the concrete to remind them that Vans pro classics have got them covered.
INSTAGRAM STORIES
Our Instagram stories celebrate not just the landings, but the hundreds of falls it took to nail them.
INSTAGRAM POSTS
We also added social posts that showcase the durability of both the skaters and the pro classics. Then, encouraged skaters to skate their own battle with a trick using #VANS #SKATEHARD
PRESS
In 2020, we celebrated skateboarding becoming and olympic sport by covering all olympic skaters with Vans Insurance.
YOUNG ONES BRONZE PENCIL WINNER
CW: RYAN OHANESSIAN & SCOTT ANDERSON