Vans is putting cultural influencers at the heart of its latest global campaign which seeks to showcase the diversity of its 'Off the Wall' tagline and position it as a broader lifestyle brand.
Dubbed 'This Is Off the Wall' the creative taps into the stories of Vans professional athletes, artists, musicians and style purveyors who have personal histories with the brand.
To demonstrate the breadth of activities and pursuits that help contribute to the company's culture and show it's about more than skateboarding, Vans has created a digital video series.
Comprising 12 shorts, the films make use of a range of techniques from slow motion to time-lapse, and focus on creative endeavors in art, music, action sports and street culture.
Among those featured in the series are: Jayne Min a "style purveyor" at fashion and lifestyle blog Stop It Right Now; Skateboarder Tony Alva; Bloc Party drummer Louise Bartle and French artists Mrzyk & Moriceau.
Fara Howard, Vans’ vice-president of global marketing said that the campaign was established after the team realised it was hard to assign one definition to 'Off The Wall.'
"We wanted to deliver a campaign that truly shows how our mantra takes shape through various forms of creativity," she added: "Whether that’s through music, surfing, skateboarding or customizing a pair of shoes, all the stories told will communicate the distinct way in which Vans looks at the world."
The campaign follows on from the brand's 2016 50th anniversary project, 'The Story of Vans' which combined a mix of animation methods to highlight pivotal moments in the brand's history.
Speaking to Adweek about the latest campaign, global brand president Doug Palladini said: "We are no longer just a skateboarding brand. We’ve become a broader lifestyle brand."
He pointed out that while 'Off the Wall' still references the brand's skateboarding routes that the new campaign explores and defines the phrase’s evolution.
The full series is available to watch on Vans' YouTube channel.