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Creative in association withGear Seven
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Vans Takes Over New York City with First Ever Pair of 'Vans Vans'
14/12/2022
Group745
Advertising Agency
Miami, USA
3.3k
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The brand teamed up with GUT to turn two transit van vehicles into giant replicas of its MTE-3 shoe and toured the city with New York Nico and Lil Mo Mozzarella
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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.

“Sometimes, the simplest ideas are the most impactful. When you have a brand as creative as Vans and a product designed for the elements, what better way to show the latest MTE’s have arrived than by literally taking a pair of them on a walk through the streets of New York City,” -Bruno Acanfora, executive creative director at GUT Los Angeles.

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 passers-by at local stops to check out the interior, outfitted to play up how cosy 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 recognisability.

"This is something new for the brand,” Vans Americas creative director, Bruno Luglio said. “Vans has a long history of hosting unique events but this time we decided to do something different, because the product is different. Our goal is to illustrate the benefits of MTE in a bigger way, no pun intended – It's a product demo meets product test drive.”

User generated footage of the Vans vans making their way through The City has already taken off across social media, with videos posted on popular Instagram accounts picking up over 1.4 million views and over 88K likes organically over the weekend. The brand will also be posting social media content captured throughout the activation on its social channels, giving fans outside of NYC a chance to get a taste of the unexpected magic.  

From fashion to function, Vans’ MTE feature set is designed to protect people from the elements while staying stylish, warm and dry. By bringing the product to life in this way, the brand hopes to highlight the unexpected journeys the shoes are built for.

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