Introduction:

We were pleased to announce our collaboration in September 2014 with iconic shoe brand Vans, as it rolled out its world-renowned House of Vans platform to Asia.

For the first stop of the tour in Shanghai, House of Vans opened its doors at creative space Central Studios and underground night club Arkham. Splatter’s sister company Split Works helped to provide artists as part of a diverse range of art, music, and skateboarding programming. The well-rounded, edgy experience got local music fans breaking out into dance, and helped them to express themselves in creative, engaging ways.

Challenge:

Always embracing and fuelling creative expression, House of Vans Shanghai wanted to offer a solid localized version of their popular platform to help those in the creative communities experience and engage with Vans’ “Off The Wall” spirit.

Solution:

We sourced talent for the Shanghai leg of the tour. Featured music artists included:

Far East Lion Underground (遠東之獅) – known as one of the best reggae-style crews in China.

Jambinai – known for their stunning sonic compositions that mix traditional sounds from the Korean past with contemporary music.

THEESatisfaction – a duo of starlets who dropped onto the mainstream music radar in 2011 with their appearance on Shabazz Palaces’ Black Up album.

We Are Wolves – a Montréal-bound act that has played alongside the likes of Gorillaz, Bloc Party, and The (International) Noise Conspiracy.

Aside from providing the talent, Split Works provided full production, logistics and marketing support leading up to the event, so Vans could benefit from our loyal fanbase of music lovers.

‘With the help of our strategic programming partners such as Split Works, who connected our audience to new music from APAC and beyond, the Vans brand achieved a 95% sentiment rating online during the House of Vans campaign in September and October 2014. The sentiment rating was well beyond our competitors’ and further deepened our consumer’s understanding of the Vans brand representing creative expression.”

(Brian Smith, Brand Marketing Manager, Vans China)

See the results for yourselves, and don’t forget to have a listen too!