Brief: Vans wanted its core and committed skateboarding audience (aged 15-24) to be aware of the new and improved version of the extremely durable classic Vans shoe.
Problem: Committed skaters can go through a pair of shoes within two weeks. Their board outliving their shoes every single time.
Insight: The Shoes have had enough of their brethren dying over and over again and are taking the fight back to the boards with their increased durability.
Solution: Highlighting how the new vans have been engineered to outlive the skaters boards, this narrative unveils a long-standing feud between the two of them.