Subvert The Holiday Sale with the Presidents Are Punk Campaign
This project was part of my Content Writing Certificate program at School of Visual Concepts (September 2017 – December 2018.)
Problem: Vans’ brand is built by misfits who’ve brought surf and skate culture to the mainstream without compromising their ideals. How would they market and promote a holiday sale that celebrates the the highest-ranking members of the establishment?
Solution: Using a cut-and-paste “fanzine” aesthetic, the “Presidents Are Punk” digital branding campaign emphasizes the rebellious nature and lesser-known stories of past presidents. Their defiance of tradition and conventional values meshes well with the founders of Vans and their multi-generational customer base.