Objective
The Vans 2024 Holiday Campaign was a cross-channel, mobile-first initiative designed to drive traffic and revenue during the brand’s biggest retail moment of the year. Targeting core youth and parent shoppers, the creative focused on head-to-toe product storytelling with a warm, energetic “Off The Wall” tone. It spanned site, social, email, app, and retail touchpoints, using clear wayfinding and product-first imagery to deliver a seamless shopping experience and keep consumers engaged from launch through peak and sustain phases.
Creative Approach
Our goal was to get everyone hyped for the holidays—because you don’t have to give the same boring gifts year after year. You can GIVE VANS. Inspired by the brand’s DIY punk roots, the campaign leaned into zine-style collage visuals to bring the season to life with expressive energy, laughter, and camaraderie. The messaging pushed back against generic gifting, championing unapologetic self-expression and making sure no one was left out—from family and friends to neighbors and coworkers. The result was a holiday campaign that felt fun, inclusive, and unmistakably Vans.
