VANS
GUADALUPE
10 YEARS
Project
Strengthening the partnership between Vans and Guadalupe Store.
Development of the action and celebration of the store's 10 years with an initiative that values the pillars of musical culture and art. In addition to a narrative of social change through the Solidariedade Vegan project, bringing an initiative and help to the local community, highlighting the relevance of art and music as essential elements for both Vans and Guadalupe, promoting a cultural exchange bringing one of the store's founders as the protagonist of the project. We seek to consolidate the links between the brand and the public, in a process that values artistic, cultural and social manifestations in such a delicate post-pandemic period.
Responsibilities
Campaign Strategy, Development and Production.
Year
2022
GD LP x VANS
VANS CELEBRATES TEN YEARS OF GUADALUPE STORE WITH DONATION OF VEGAN LUNCHBOXES, KITS AND CREATIVE CONTENT
Link Article: Vans Site
Paying homage to a decade of supporting sneaker and streetwear culture, the collaboration features creative initiatives and partnership with musician João Gordo and with your “Vegan Solidarity” project.
Work celebrating 10 years of Guadalupe , one of the main streetwear and sneaker culture stores in Brazil, bringing together pillars of music, art, urban culture and the main solidarity and thought of change. We created a journey with João Gordo musician and also a friend of Twothausand, member and founder of the store, through the media partner SneakersBR , we fragmented some content, from art, music and social actions, starting with an interview between João gordo and Twothausand.
Interview: Twothausand, João Gordo and Guilherme Lopes .
In this interview, we developed and had the opportunity to explore the connections between Twothousand, João Gordo, mediated by Guilherme Lopes, member of Sneakersbr. Through an engaging narrative, we cover topics such as music, art, the underground scene and the different moments in which Vans was organically present in their lives.
We also address the social impact of the pandemic, especially in central regions, and how the Solidariedade Vegan project has been an important instrument of assistance.Throughout the interview, we discuss and show how they relate to Vans and how the brand fits into their artistic and cultural trajectories. Furthermore, we will have the opportunity to better understand how the Solidariedade Vegan project has been working to support communities.
We developed limited kits produced by the artist Magoo, especially for Guadalupe's decade anniversary, creative content, items for customizing shoes and t-shirts. In addition to a donation of 1,000 lunch boxes to the Solidariedade Vegan project for distribution in the central area of the city, these were some of the initiatives carried out.
One of the exclusive items we produced was an art made by the artist Magoo, inspired by music and fashion, with elements present from Vans, as Magoo has been a big fan and partner of Vans for many years, the arts were limited and signed by the artist, being acquired when purchasing the brand's products in the physical store or online, above we see the video produced, detailing the creative process and creation of the arts
PLAY LIST MADE ON SPOTIFY BY JOÃO GORDO FOR 10 YEARS OF ACTION
Music Curation: Expanding the Project
As an integral part of the project, João Gordo demonstrated his versatility by curating music. Published on Spotify, the playlist features more than 100 carefully selected songs, expanding the project experience and uniting one of the Vans brand pillars, which is music.
This initiative brings João Gordo's holistic vision, who understood the importance of integrating the musical dimension into the project. By offering participants a sensorial journey through their musical tastes, in addition to leaving a public fragment of the action, which can be relived, listened to and remembered whenever desired.
