Taking 'Comfy' back to school for Vans

 

Taking 'Comfy' back to school for Vans

Crafting a global launch experience in the world's most comfortable high school

 Sara Kerens, Vans, Set Live, Feb 2019

The Challenge

To launch ComfyCush, their comfiest ever sneaker technology in their iconic Era silhouette, Vans challenged Set Creative to design an experience-led global launch event that would immerse guests in a world of comfort, excitement, and Vans’ Off the Wall world view. The event was both a media event, for traditional industry publications and social influencers, and an introduction of the new sneaker technology to consumers.

Video CC - Instagram @vans

 Sara Kerens, Vans, Set Live, Feb 2019
 Sara Kerens, Vans, Set Live, Feb 2019

The Approach

Working alongside Vans internal creative teams, we set about designing the most comfortable version of life’s most uncomfortable environment: high school. Capitalizing on fashion’s infatuation for nostalgia, we designed and built ComfyCush High School in Brooklyn along with global toolkits for Shanghai and London.

The ComfyCush High experience included

  • Lockers rooms, for VIP and influencers seeding

  • Fully functioning classrooms, to teach the history and science behind the Era and ComfyCush with special guest ‘teachers’ like Tony Alva

  • Detention class, featuring a blacklight bar and DJs

  • A cafeteria, serving throwback favorites like hot dogs and cheese pizza

  • The Teacher’s Lounge bar, complete with confiscated items

  • Foam topped bleachers, which hosted a live marching band performance

  • A guest performance by Lil Wayne in the gym

  • A graffiti wall which attendees were encouraged to tag

 Sara Kerens, Vans, Set Live, Feb 2019
 Sara Kerens, Vans, Set Live, Feb 2019
 Sara Kerens, Vans, Set Live, Feb 2019
 Sara Kerens, Vans, Set Live, Feb 2019
vertical comfy girl.jpg
 Sara Kerens, Vans, Set Live, Feb 2019
 Sara Kerens, Vans, Set Live, Feb 2019

The Results

Press and influencers covered the event extensively, 273 pieces in total, raving about the product and the experience. There was a combined online readership of 549M online, 762K coverage views and 18.8K social shares.

Publications included Adweek, Bloomberg, Buzzfeed, CNBC, COMPLEX, ELLE, Esquire, Footwear News, GQ, Harper’s Bazaar, HighSnobiety, HYPEBEAST, MarketWatch, Quartz, The Drum, The New York Times, PEOPLE, PopSugar, TIME, Vice, Yahoo! and Wallpaper.

 Sara Kerens, Vans, Set Live, Feb 2019
 Sara Kerens, Vans, Set Live, Feb 2019
 Sara Kerens, Vans, Set Live, Feb 2019