Vans Shoes Advertising Mockups
Campaign Goal
The goal of this print ad campaign is to promote the comfort of the Vans in any situation. The ad should focus on the quality of the shoes. They are a comfortable shoe while still being a shoe that you wouldn’t mind wearing day to day. When a consumer is looking to get a new pair of shoes, we want them to think of this print ad campaign and keep Vans top of mind.
Target Audience
The target consumer for Vans has been core sports athletes and enthusiasts since the 1960s and that hasn’t changed much. Their target ranges are males and females between the ages of 15 and 24 who are interested in sports. However, while that is their main demographic, they also include shoes for infants and adults. They are also involved in the music scene, as seen by the creation of Vans Warped Tour.
Solution
Some observations that I’ve made about the brand are that they are proud of their history and their consumers feel the same way. Vans are a type of shoe that was popular with an older generation, but they are also still appealing to younger generations. Though, they don’t seem to be quite as popular with consumers who require more arch support. But, unlike Converse, which still seems to be very flat, Vans has developed shoes that have more support and prevent foot pain from prolonged wear.The solution is, as stated in the Campaign Goal, is to enforce the comfort of the shoes in everyday situations in a way that is still aesthetically pleasing to consumers. While older consumers are more willing to overlook style for comfort, younger consumers are less likely to budge on either.
Process
There were several rough sketches done to try and brainstorm ideas for this print ad campaign. In the end I decided to go with a photo-realistic ad, along with the refined sketch of the ad design. Included here is the mood board that was created to help set the tone and give ideas for the final ad. I ended up using a more Metaphorical Technique for this advertisement instead of the more Exaggerated Technique I was originally planning on. In the end I felt that this better conveyed the tone and feel of the brand.
Final Product
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