VANS needed to do an activation linked to skate from a “lifestyle” point of view and addressed to a “more mature” audience. We took advantage of the collaboration between the brand and the first documentary about the history of skate in Spain (called Monopatín), as the documentary reflected the generation we wanted to reach and the brand was present in a natural way.
We organized a Premier and a party for media and VIPs at Fábrica Moritz, in Barcelona. The event was followed by a series of free passes and a photo exhibition, which was opened to the audience for a weekend at the same location: Fábrica Moritz. We obtained 100 impacts in press, 300 journalists and VIP attended the Premier and the party, 600 people attended to the free passes and we had 50k visualizations of the documental in Canal + during only a month, plus 30k reproductions of the teaser in Vimeo.
To watch the video of the presentation, click here