Creative direction
Relationship management
Brand strategy
Culture building
Event planning
Advertising
Promotion
I got my first pair of Vans in 2001. Since then, I’ve owned over 100 pairs, so it’s safe to say I’m a fan of the brand. I was introduced to the Perth Vans brand manager through a mutual friend, and I just had to make something happen. It was fortunate that as we met, Vans retail was just about to launch in Perth. After a few beers and a lot of conversation, we linked up to launch Vans right alongside Varsity.
The campaign ran over a month, Varsity delivered all visual aspects of the campaign. The central activation was the Vans x Varsity launch party. Many beers were drunk, great times were had, and Varsity was officially linked to an international brand. Vans launched their 3 retail locations during the month, and Varsity had a brand activation and burger giveaway at each of the openings. To wrap up the campaign neatly, Varsity had a Vans “Off The Wall” burger of the month.
