“THE SPIRIT OF DIY” BRAND CAMPAIGN
CLIENT
Vans
Vans
BRIEF
To celebrate theglobal community of musicians, artists, and fans living by the “Do It Yourself” ethos of the 1970s Hardcore Punk movement, as part of Vans annual global brand campaign.
To celebrate theglobal community of musicians, artists, and fans living by the “Do It Yourself” ethos of the 1970s Hardcore Punk movement, as part of Vans annual global brand campaign.
THE WORK
First, we went deep. We identified a cast of global faces repping DIY culture in their hometowns. Beijing, London, São Paulo, Soweto - no city was untouched, no stone left unturned.
We found DIY crews, then filmed an episodic documentary series championing their mission to carve out their own paths in their cultures.
The documentary launched with a host of social impact projects to give back to their cities and a social media campaign encouraging the world to not wait for permission to make significant change in their own worlds.
First, we went deep. We identified a cast of global faces repping DIY culture in their hometowns. Beijing, London, São Paulo, Soweto - no city was untouched, no stone left unturned.
We found DIY crews, then filmed an episodic documentary series championing their mission to carve out their own paths in their cultures.
The documentary launched with a host of social impact projects to give back to their cities and a social media campaign encouraging the world to not wait for permission to make significant change in their own worlds.
The hero film told the whole story of DIY culture, taking viewers from Soweto to Beijing to London to Los Angeles.
But that wasn’t enough. Each of our bands deserved their own story.
We kept the momentum up with a suite of social content and global DIY workshops.