Insight: People never throw away their Vans; these shoes hold memories from different places, and go with multiple purposes.
Solution: Give people a platform & incentive to cherish their shoe memories.

AD: Chris George
CW: Michael Jernigan

The Sole Purpose mobile app works similar to Instagram, but from your shoes' perspective. The added bonuses of a rewards program, prizes, and tips on how to preserve your Vans, will help motivate people to wear and tear their Vans to the fullest.

Digital billboards will be displayed at subway entrances, introducing the idea that our shoes are an integral part of our lives, and are affected by them.

Print executions will be places in memorable/high-traffic locations such as Grand Central Station.