Experiential Brief

 

The Challenge

Create an experience that helps Vans expand its brand without becoming inauthentic.

The Solution

A moment of introspection disguised as a fashion contest. It’s easier to offer & understand what people think, when you ask. 

Introspection

With so many brands telling people what’s hot and what’s not, it can make people forget who they are. 

Virtual mirror technology, will replicate the participants image and then ask them to dress themselves as a mannequin.  “Mirror Mirror” theory states that how you treat yourself when no ones  around is the most pure image of how you see yourself. 

Participants will then be given access to every item in the Vans catalogue and prompted to dress the mannequin. 

Throughout the process, a loud speaker will ask questions like:

  1. Would you speak to  someone wearing this outfit?

  2. What was the last item you wore that made you happy?

  3. Do you think those pants are comfortable?

  4. Describe your style?

  5. What do you like about your outfit?

  6. Why are you wearing the clothes you’re wearing today?

  7. What do you think about Vans?

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At the very end of the process, participants will be offered the entire outfit, or a piece of the outfit based on their responses. Fashion contest ends with no losers, just a brief moment of introspection.

Vans what makes you happy.
Vans cares.

Vans invested in you.

Vans. Know yourself

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