Vans, the Los Angeles-based shoe company, launched a new line of shoes called MTE Vans designed to thrive in cold weather and withstand the elements. However, Vans was primarily known for its cool sneakers designed for sunny skateparks, so the company needed to shift its brand perception. To achieve this, the Vans Vans campaign was launched. The campaign's creative idea centered around creating camper vans modeled after the MTE Vans, with the Vans Vans being a metaphor for how feet would feel inside the new shoes, providing warmth and shelter from the cold. The campaign was executed with two outdoor billboards in New York City and the help of influential New Yorkers, resulting in impressive engagement rates and even a sell-out of the MTE 3 at the NYC Vans Store.

Vans MTE are insulated, warm and shelter you from the outside. They’re basically like a cozy camper van for your feet so we created camper vans modeled after Van MTEs. The Vans Vans was a metaphor for how your feet would feel inside our Vans MTEs, driving around the city, and providing New Yorkers with a warm place to escape the cold.

The Vans Vans always drove together. Right next to each other. Just like a pair of Vans MTEs.

Our audience are young, ingenious optimists on journeys of exploration and self-discovery.

With authentic, progressive perspectives in creativity.

Vans wants to empower everyone to use creativity to discover themselves & the world. MTE was the perfect launch for this because we extended the brand’s perception beyond hot weathers and sunny beaches. Adventures can also happen in the slippery, snowy streets.

We shifted brand perception to position the brand as a broader, more inclusive creative hub for people to express themselves.

Vans Vans was the ultimate experience to test drive the Vans MTEs against the elements.

The campaign's execution centered around creating camper vans modeled after the MTE Vans, with the Vans Vans being a metaphor for how feet would feel inside the new shoes, providing warmth and shelter from the cold. The campaign was executed with two outdoor billboards in New York City, walking through New York City with the help of NYC's most iconic influencers New York Nico & Lil Mo mozzarella as they engaged with Vans fans throughout the city.

The Vans Vans campaign had direct and impactful results, bridging the gap between the skateboarding culture that Vans is known for and the fashion-conscious New Yorker. This resulted in the campaign generating 367 million earned media impressions, an impressive 3,000% engagement rate, and a sold-out MTE 3 at the NYC Vans store. These numbers speak to the campaign's effectiveness in increasing consumer awareness and changing behavior, with the Vans MTE line being recognized as a shoe for all weather conditions. The campaign's success demonstrates the business impact of the campaign in terms of sales, site traffic, and brand perception, showing how a strong creative idea, executed well, can achieve outstanding results.