Vans, the original action sports brand and icon of creative exploration, celebrated the latest styles of the Vans MTE™ collection by teaming up with creative independent agency GUT Los Angeles and sent a gigantic pair of replica Vans vehicles (or “Vans vans”) on a journey to the unexpected around New York City, illustrating the footwear’s functional benefits against cold weather elements.
The 10-foot replica of the adventure-inspired, Sk8-Hi MTE-3 took a scenic drive from Upstate New York, through Manhattan’s crowded Meatpacking District, all the way to Anthony & Son Panini Shoppe in Williamsburg, Brooklyn, before traversing Long Island City, dropping in Dumbo, and cruising through the Upper West Side. Vans also tapped popular NYC influencers, New York Nico and Lil Mo Mozzarella, to come along for the ride, sharing the story and inviting locals along the way to try out Vans MTE™ styles first-hand by giving them a pair of the new winter footwear to walk away with.
Built to replicate near exact details of the Vans’ MTE-3, the Vans vans showcased an outsized version of the MTE style, both inside and out. The left-and-right vehicles hit the streets in tandem and invited passersby at local stops to check out the interior, outfitted to play up how cozy and comfortable MTE keeps the wearer even on a cold adventure or rainy commute. In true Vans fashion, each Vans MTE™ van was finished with the brand’s signature checkerboard design for instant recognizability.
This professional campaign titled ‘NYC Takeover of First Ever Pair of “Vans vans”‘ was published in United States in December, 2022. It was created for the brand: Vans, by ad agency: GUT LA. This Experiential medium campaign is related to the Fashion and Sportswear industries and contains 5 media assets. It was submitted 9 minutes ago.