Vans, the Icon of Creative Expression, Highlights the Diverse Meaning of “Off The Wall”
Vans, the original action sports and one of the largest youth culture brands in the world, today announces the release of its global campaign, This Is Off The Wall. Following up on Vans’ 50th anniversary series, which welcomed newcomers to the brand’s rich heritage and thanked decades of loyalists, the 2017 campaign focuses on what makes Vans “Off The Wall” – creative expression.
To demonstrate the breadth of activities and pursuits that define “Off The Wall,” Vans has developed a digital-based campaign www.vans.co.in utilizing a range of film techniques, from slow motion to time-lapse, focusing on the creative endeavors that Vans champions. Vans showcases the essence of “Off The Wall” through a diverse set of ambassadors within a hero montage and a series of shorter spots.
This Is Off The Wall taps into Vans professional athletes, artists, musicians and style purveyors who have long and personal histories with the brand. Their stories are each unique and told through a variety of tones, but ultimately shine a light on the passions that Vans has always supported. The visual nature and the emotions that are evoked in each story are easily translatable around the world, showing that creative expression is inclusive and without borders.
“Off The Wall” was a term coined when skateboarders in the mid ‘70s were landing new tricks in empty pools by literally skating off the wall. At that time, skateboarders were the outcasts of society that were expressing themselves through the style of their sport. These individuals were not only the pioneers of skateboarding but lived and breathed creativity through art, music, fashion and local culture. For more than 50 years, “Off The Wall” has been synonymous with that original spirit of rebellion and creative expression.