The Vans brand partnered with creative agency GUT to turn two transport vehicles into giant replicas of its MTE-3 shoe and toured the city with New York Nico and Lil Mo Mozzarella as they gave the audience pairs of sneakers and invited them to see the inside of the first vans vans.
Vans, the original action sports brand and icon of creative exploration celebrated the latest styles in the Vans MTE collection by partnering with independent creative agency GUT Los Angeles and sent out a gigantic pair of replica Vans vehicles (or Vans vans) on a trip to the unexpected around New York City. Illustrating the functional benefits of footwear against the elements of cold weather.
The 10-foot replicas of the adventure-inspired Sk8-Hi MTE-3 model coo mailing list took a scenic drive from upstate New York, through Manhattan's busy Meatpacking District, to Anthony & Son Panini Shoppe in Williamsburg, Brooklyn, before traversing Long Island City, dropping off at Dumbo and cruising the Upper West Side.
Vans also turned to famous New York, New York influencers Nico and Lil Mo Mozzarella to accompany him, share the story, and invite locals along the way to try Vans MTE styles firsthand by giving them a new pair of winter shoes to go with.
The Vans Vans perked together in New York
The Vans Vans perked together in New York
This is something new for the brand, said Vans Americas creative director Bruno Luglio. - Vans has a long history of organizing unique events, but this time we decided to do something different, because the product is different. Our goal is to illustrate the benefits of MTE in a bigger, no pun intended: it's a demonstration of the product that meets the product test drive. -
User-generated images of Vans vans making their way through The City have already taken off on social media, with videos posted on popular Instagram accounts collecting over 1.4 million views and over 88K likes organically over the weekend. The brand will also post social media content captured throughout the activation on its social channels, giving fans outside of New York a chance to taste the unexpected magic.
From fashion to function, Vans' MTE feature set is designed to protect people from the elements while staying sleek, warm and dry. By bringing the product to life in this way, the brand hopes to highlight the unexpected journeys the shoes are designed for.