ARTICLE BY Amber De Luca-Tao
The Linda Lindas x Vans
The Linda Lindas
Yang Liu Qing x Vans
Yang Liu Qing
Coco Dávez x Vans
Coco Dávez

Vans' Latest Creativity-Driven Campaign Puts Storytelling First

Vans is diving further into its These Projects Are Ads for Creativity campaign, growing its global collective by highlighting diverse forms of creativity and honouring the individuals behind it. As per Vans, they are putting the artists first, rather than going the traditional ad campaign route. This year's instalment continues aiming to uplift female voices and communities globally, selecting the band The Linda Lindas, skater Yang Liu Qing and artist Coco Dáves.

Commissioned by Vans, each have taken their own creativity to produce projects in their respective fields, including music, skateboarding and painting. Los Angeles-based punk band, The Linda Lindas created a music video which challenges gender norm tropes, as well as encouraging fans to get into the DIY spirit.

Chinese skater, Yang Liu Qing is representing the female skate scene in China, and at the same time, is redefining what it means to be a female skater in China. For her project, she created a custom skate ramp, which she has brought on tour with her around the country. Artist Coco Dávez – known for her colourful aesthetics – created a large scale painting for her project, which is her way of shouting out to all of the women who have inspired her and shaped her path.

On this year's campaign, Vans global chief marketing officer Kristin Harrer said, 'Above all else, Vans believes in the power of creative expression and exploration. To that end, instead of simply making ads about creativity we're taking it a step further by investing in artists to bring their ideas to life and helping them be seen. Since I started my career, I’ve wanted to change the world for girls and women. I joined Vans in part because we are committed to stepping up and providing opportunities, access, and creative outlets to uplift and empower women through art, music, and action sports.'

Make sure to check out Lizzie Armanto's collaborative skate shoe with Vans, the first women’s-designed signature skate shoe in over 20 years.

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