The concept is old-school, traditional illustration being brought to life within a seemingly fashionable, modern brand by means of skate decks, plasters and posters. At the moment, Vans almost appeals to everyone, therefore this communication and execution breaks away from 'everyone' and into a market of its own. The three of the four mediums/points of contact are pretty traditional and 'uncool', however, these three mediums were chosen because they perfectly fit the personality of skateboarding- the plasters because of the obvious- injury from falling whilst skating, as well their coincidental shape of that of a skateboard. The plasters are packaged in collector’s tins. Tins are also iconic collector items. The third medium is posters. Posters are products which have been and to this day are popularly collectable- be it for musicians/famous politicians, actors or skaters. All three mediums enhance the tone of the nostalgia of skateboarding- the association people have with skateboarders- young, rebellious teens who heavily indulge in this street sport. The fourth contact point is a micro site that we have built that is the only place where one can find out where the boards are being sold.
Illustration - Ruan Coetzee
GIF
INSTAGRAM GIF ADVERT
DECKS
PLASTERS
PLASTER COLLECTORS TIN
POSTER
