The Task: Create an experiential campaign to help restore the 'cool factor' and authenticity of the Vans brand among the global, diverse youth/skate culture.

The Insight: Skateboard culture is known for not asking permission, creating and breaking rules as you go, often using abandoned and unused spaces as a challenge.

The Idea: Vans will reclaim its brand identity by taking over abandoned “wrecked” spaces and revamping them into new skate-worthy destinations. At the events, attendees will receive “Wreck Exclusive” pairs of Vans’ latest shoe drop.