concept/art direction pr stunt
copyWRITER: VALENTINA garunova
Vans Old School is one of the most popular sneakers in the world. You see them everywhere. Different cities, different cultures, seashores, deep forests, rooftops, tunnels- they’re everywhere.
A digital campaign showing the life and the soul of the Old Schools. Sharing their stories, scratches, bruises, skate tricks, how they run, climb, swim, and live.
We create a mask for social media content with the technology same as face/shape recognition, which turns your pair of Old Schools into the main character. The scan remembers the unique deformations (scratches and scuffs) on your Old School wave. Once you scan it – you have 30 seconds to shoot your #MyVansStory. The stories are combined into a flow of endless CO’n’TEMPORARY video art, which will be running live in all Vans accounts and on giant billboards across the city. By scanning your shoe, you become a part of a community; you get to share the story of your Old Schools and scan other people's waves to learn theirs.