OFF THE BRICKS
Challenge:
Vans client brief from the Young Ones competition asks for an effective ad that can promote the new Vans Pro Classic successfully. The new Vans have the same look compared to the classic Vans but carry high performance features.
"How can we make sure skate consumers are aware of the difference and
seek out the Pro Classics for their performance skate needs?"
seek out the Pro Classics for their performance skate needs?"
Solution and objective:
The purpose of the crossover of Vans and Super Mario Bros is to highlight the improvement or upgrades of the classic Vans, but also retain its look. The majority of the viewers would recognize the reason the shoes get larger after collecting the upgrades (hammer and feather), similarly to how Mario becomes Super Mario in the game. Mario retains his appearance, but equipped with better abilities after the upgrades.
The game recalled in the video was Mario 1, released in 1985 by Nintendo, the same time period when Vans come around and became an iconic sneakers.
This concept means to provoke feelings of nostalgia from the viewers. Super Mario Bros was exceptionally successful and a classic game that even some audience with minimal knowledge of video games would understand the concept meaning and implications. The topic of video game would also appeal to Vans target audience age 15 - 24.
Skills applied:
Art Directing
Strategic Thinking
Problem Solving
Photography
Typography
Video Editing
