The brief was to create a bespoke Vans campaign for JD Sports that inspires and engages a male JD audience. A need to make sure the JD audience understand and buy into Vans, getting across the brand position, tone of voice, personality and most importantly, style. Vans have always stood for something and that shouldn’t change just because they’re in JD.
There was a need to stand for something that the JD audience could buy into with an art direction that shows off the skate roots of Vans, in a fresh and relevant way for the JD audience. The ‘Long Summer Days’ campaign was created to do this. From enjoying time with your friends to a skate along the beach-front, this urban fashion campaign captures all the good things about summer in an aspirational and fashionable way.