To promote his latest sneaker collection, giant three-metre-long Vans roamed the streets of New York.
This is a communication operation that has not gone unnoticed! Indeed, promote his new model of sneakers, the Sk8-HI MTE-3, Vans designed giant sneakers. An operation born from the association with the creative agency GUT Los Angeles. Together they made a giant pair of replica Vans vehicles on an unexpected trip around New York. To present the functional advantages of the shoe to combat bad weather to the public.
The 10-foot replica of the Sk8-Hi MTE-3 traveled from upstate New York through Manhattan to Williamsburg, Brooklyn before crossing Long Island City from the Dumbo stop to the Upper West Side. Vans also appealed to famous New York influencers, Nico of New York et Lil Mo Mozzarella, to share the story. And invite locals to try the Vans MTE models by giving them a pair of these new winter shoes.
A well thought out operation
“Sometimes the simplest ideas have the greatest impact. When you have a creative brand like Vans and a product that’s built for the elements, what better way to show that the latest MTEs have arrived than by literally taking a pair for a stroll through the streets of New York City.” said Bruno Acanfora, executive creative director of GUT Los Angeles.
So the vehicles plowed the streets in tandem and invited passersby at local stops to take a look inside, outfitted to show just how comfortable the MTE is. Even when the weather is freezing or raining.
“It’s something new for the brand”, said Vans creative director Bruno Luglio. “Vans has a long history of organizing one-of-a-kind events, but this time we decided to do something different, because the product is different. Our goal is to explain the benefits of ETM more broadly and without puns. It’s a product demo meets a product trial. »
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