COSTA MESA, Calif.,
March 7, 2022 /PRNewswire/
-- Vans, the global icon of creative expression and
exploration, is proud to enable a family of artists, creators, and
originators to share their unique perspectives, creative process,
and passion for purpose-driven stories in this year's artist-first
brand campaign "These Projects Are Ads for Creativity." Instead of
employing a traditional ad campaign, Vans commissioned artists to
go out into the world and bring their projects to life—from music
videos and access to skateboarding, to sculptures, paintings, and
Today, Vans launches a new set of installments of "These
Projects Are Ads for Creativity" to uplift female voices and
communities around the world, showcasing featured projects from The
Linda Lindas, Yang Liu Qing (a.k.a.
Liu Liu 66), and Coco Dávez. By
celebrating diverse forms of creativity and honoring the talented
individuals behind the work, this year's campaign aims to highlight
purpose and uplift local communities.
"Above all else, Vans believes in the power of creative
expression and exploration. To that end, instead of simply
making ads about creativity we're taking it a step further by
investing in artists to bring their ideas to life and helping them
be seen," said Vans Global Chief Marketing Officer Kristin Harrer of debuting this year's campaign.
"Since I started my career, I've wanted to change the world for
girls and women. I joined Vans in part because we are committed to
stepping up and providing opportunities, access, and creative
outlets to uplift and empower women through art, music, and action
Los Angeles-based punk band,
The Linda Lindas, get their message across by creating a music
video challenging gender norms and encouraging fans to embrace DIY.
The band has played with Alice Bag, joined Best Coast and Money
Mark at a DIY political fundraiser, opened a sold-out record
release show for Bleached, and were hand-picked by Riot Grrrl
legends Bikini Kill to open for them at one of their reunion shows
at the Hollywood Palladium.
Yang Liu Qing is redefining what
it means to be a female skater in China. She's leading the charge for female
representation in the skate scene, including competing in
Tokyo this past summer during
skateboarding's Olympic debut. For her project, she created a
custom skate ramp and took it on tour around China.
Artist Coco Dávez taps into painting, photography, and
other mediums to create vibrant, colorful aesthetics. Her unique
portraits of women spark conversation and push progression,
including the large scale painting she completed for this project
which pays homage to the inspirational women who have shaped her
path. Her work has been showcased in London, Hong
Kong, Paris, Queensland, Brussels, Madrid, and other cities around the world.
Throughout the year, Vans will continue to uplift diverse
creators and introduce new artists and partners to share their
passion for cause and community. Stay tuned for a behind-the-scenes
look at projects from Serpentwithfeet, Surf Ghana, Vallarta Skate
Project and more. Unveiled as a digital capstone of creativity, all
of these art projects will come to life on
Vans.com/OffTheWall throughout the year as an inspiring
journey of discovery.
Explore the full campaign at Vans.com/OffTheWall, and join the
conversation with Vans on social media by using
#OffTheWall to share your own creativity story.
Vans®, a VF
Corporation (NYSE: VFC) brand, is the original action sports
footwear, apparel and accessories brand.
Vans®authentic collections are sold in 97
countries through a network of subsidiaries, distributors and
international offices. Vans® has over 2,000
retail locations globally including owned, concession and
partnership doors. The Vans® brand promotes
creative self-expression in youth culture across action sports,
art, music, and street culture, and delivers progressive platforms
such as the Vans Checkerboard Day, Vans Park Series,
Vans Triple Crown of Surfing®, Vans Custom
Culture, and Vans' cultural hub and international music
venue, House of Vans.
Vans, "Off The Wall" Since
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