Vans: Off The Paw

The target audience are individuals who are between the ages of 18-50 who are dog owners. These people are interested in current fashion trends and styles, particularly Vans shoes, and they already have an established brand loyalty.

Vans is a widely known shoe brand worn by people who like to skate or surf. This is because the bottom of the soles have a notoriously grippy texture due to their signature waffle pattern. More recently, their shoes have become widely popular within mainstream fashion.

The purpose of the campaign is to encourage dog owners to get active with their pups by taking them on more walks (while wearing Vans).

Vans + Dogs:

Vans are affordable, very durable, and stylish

Your dog loves to go on walks.

Its good for you to get exercise too.

Dogs need the mental stimulation that walks create.

           

You and your dog will be happier if you walk them more often, and wear Vans while you do it.

Casual, Urban, and Friendly

Campaign Logo

This Vans “Off The Paw” campaign is meant to encourage dog owners to get outside and get active with their pets. The campaign title is a play on words that references the Vans original tagline “Off The Wall.” This campaign has a sub-tagline that states simply “When given the leash, take the walk” which has a dual meaning in this branding. The first meaning is literal, “When you know your dog wants to go on a walk, you should take them.” And the second meaning is figurative, “When life gives you an opportunity, take it.” Both meanings are consistent with the current Vans branding, which encourages originality and boldness, but in a fun way. Also consistent with their current branding is the color palette and checkerboard pattern throughout the campaign. Other than those key features, the designs are minimal. The elements of the designs are versatile, lending themselves easily to any media.

Thank you for reading.