What Does a Giant Inflatable Replica Have in Common with a Snowboard Contest?
Answer: They both focus on creativity and style. According to Cooler.com, "Vans … is launching a brand new and somewhat revolutionary new contest this year: the Hi-Standard Series that is all about expressing your individual style and creativity instead of the old spin to win."
With limited entries, contestants had to vie for spots based on talent, not the number of revolutions they could pull off. See the similarities? A custom inflatable product replica also depends on creativity and style to accomplish its goals. Together, the two made a powerful statement that "shock and awe" is only a flash in the pan while branding through a visually impactful presence gets long-term results.
"It's the first Vans big-air snowboard comp that has been solely judged on style shifting the focus back to the real essence of the sport. We wanted to brand our event simply but with maximum effect," explains Janine Hearn, Marketing Manager of Vans UK.
Thanks to a referral from another client, Vans Canada, we were able to help Vans UK gain some excellent press coverage. In addition, they had the necessary tools to create a strong branding presence on the mountain.
Congrats on keeping things authentic and laying down some solid first tracks!