VANS
A REBRANDING marketing campaign
ADPR323 Copy & concept
COLLEGE OF JOURNALISM & MASS COMMUNICATIONS, UNIVERSITY OF NEBRASKA-LINCOLN
THE ASK
For the final project, my team and I were tasked to rebrand Vans. We had to conduct an analysis on the brand then come up with a new brand strategy and a brand manifesto whilst making sample ads for the following platforms: TV, print, radio, social and out-of-home.
THE ANSWER
We noticed that one of the biggest issues with brands is that they suffer from counterfeit sales. We then focused on the theme of authenticity, hence our tagline;
“Be Authentic. Wear Vans.”
The authenticity mirrored both the unique shoes and the unique individual that wears them, thus the knockoffs hold no space in this sphere. We created sample ads that were suitable for each platform in order to catch the eyes of the patient observer or the quick browser.