Inaugural Vans Checkerboard Day
Vans Checkerboard Day is an annual event that champions and inspires creative expression globally and provides fans the opportunity to participate in creative activations, experience why creativity matters, and make a difference by giving back to organizations that support creative expression, like Imagination.org.
The checkerboard has been a part of Vans' identity since skate kids first doodled them on their shoes in the 70's. For that reason we approached the visual language of this campaign with celebratory, youthful DIY qualities, incorporating playful doodles, bright colors, and hand-written copy into each creative execution. All photography reflected the Vans brand pillars (Art, Action Sports, Music, Youth Culture) and was treated as if a kid blasted it through a Xerox machine on whatever paper was lying around. For messaging we used a playful, but straight-talking tone that appealed to a global audience.
Role: Concepting, Art Direction, Creative Direction
Executive CD: Erwin Federizo
Creative Director: Matt Even
Senior Art Director: Nomi Malik
Design Agency Partner: Grand Army