Worn Loud Since 1966
Vans Authentic
Agency: Burro Studio
2026
The Brief
In 2026, to celebrate the Vans Authentic 60th Anniversary, the Authentically Forward campaign took over the brand flagship stores in London and Milan.
More than just a window display, the client asked for a physical experience that could bring the campaign’s concept to life, engage consumers, drive to store and sustain purchase.
Idea
Visual storytelling was centered around the clash between boring routine vs authentic personal expression. We stayed consistent with the global narrative, but broadened it by showcasing additional scenarios to the main campaign. Specifically, we chose to portray an office environment, ready to be disrupted by the Vans Authentic rebellious mood.
Creative Strategy
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Concept Development
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Creative Strategy 〰️ Concept Development 〰️
Execution
The design was based on repetition vs unexpected elements: rows of grey filing cabinets, ready to disrupted by layered, seemingly chaotic placements of Vans products, Authentic shoes, and musical objects as a nod to the campaign’s ambassadors.
The office aesthetic was meant to emphasize industrial monotony, while making Vans products stand out even more. The retail activation involved window displays, as well as the stores’ interior spaces.
It also includes temporary in-store activities to engage consumers:
Ball Machine: with every purchase of Vans footwear products, customers would have the chance to play with a custom ball machine and get a random gift;
Loud Socks: when purchasing a pair of Vans Authentic, people would receive a complimentary pair of Vans socks, ready to be turned super loud through a series of accessories;
Loud Bar: a temporary corner where people could decorate their shoes with beads and charms, to turn their footwear into a canvas of creative expression.
