Behind the scenes: The making of Vans For The Makers influencer content campaign
Social media and influencer engagement have always been a key component of the campaigns we craft and deliver at Because. Now more than ever, the briefs we receive and the strategies we develop include, or are led by, influencer components. Here in Dubai, we were delighted to venture into an exciting content campaign with iconic skateboarding brand Vans, to drive awareness and help hero their new Made for The Makers collection.
The Vans Made for The Makers collection is inspired by those who make a living through their passion and creativity, needing cool, comfortable, versatile shoes to be on their feet all day and create. They celebrate everyday creatives and their diverse creative pursuits within art, music, action sports and street culture.
To hero this new release and give a story arc to our content, we connected with the niche expressive creators of Dubai by showcasing four passionate and hardworking local makers. We created a content campaign about passion, innovation and the challenges of dedication of these four enduring makers.
We teamed up with micro-influencers who innovate, are masters in their fields and are pushing the boundaries of convention. We shot our makers in action, capturing the essence of their art and craftsmanship. Here’s an overview of our UAE creatives:
We first headed to famous barbershop Chaps and Co. to meet the first female barber in Dubai, Samantha Lloyd. We were inspired by her work ethic and determination to break the mould, “Staring out as the first female barber here was very challenging. Some people didn’t like the idea” she told us.
Sparks were flying at our second shoot with Marco Mӧller, the visionary behind motorbike workshop and café “Mӧto”. Marco has been building motorbikes since 2010 but realised the greater potential of his creative space, by extending it into a café with a difference. “I opened möto as a hangout for bikers. Coffee then came naturally as most mechanics enjoy coffee while working, which brought other creative people – musicians, artists and influencers who needed a quiet place to work,” he said.
Peter Ahn, founder of YUi Japanese restaurant and innovative Japanese concept store FRAME is making waves, offering an inspired blend of food and design to his customers. Peter’s passion for his craft is evident, wanting to share his culture and style with Dubai, as well as superb ramen! “I started this business because I wanted to have a job that I would like to do for rest of my life. I love to share with people what I enjoy the most. It is a great pleasure to know myself because I learn something every day.”
Contrasting Peter’s chic, minimalistic style, is all-round presenter and entrepreneur Layne Redman. Layne is the owner of Papa Burty’s, a colourful and rustic pop-up restaurant named after his great uncle, which is built up from wooden pallets and serves traditional Jamaican food with a twist.
“Papa Burty was a bit of a nomad. He’s one of those people who is always innovative in terms of ingredients and cooking. That inspired me to be forward thinking when it comes to food. A lot of times when someone has a patty, I want them to eat it in front of me. I love educating and meeting new people. I need it, I crave it.”
Through the range of photos produced, we were able to capture the authentic spirit and versality of the Made for the Makers collection, drawing on real life stories to create a personal connection for viewers. We carefully reached, profiled and selected our influencers to ensure they had very different profiles; not only to hero the various types of shoes, but also to ensure the influencer’s personality and story connects with a broader Vans audience.
The result? A content series with four distinctive visual styles bringing to life the personality of our makers, and the ethos of our shoe. Shared across Vans Middle East’s social media and sports retailer Sun and Sand Sports.
For more on the power of influence, read our “Influence of Experience” whitepaper here.