VCCP Madrid Turns Broken Bones Into Music for Vans

VCCP Madrid has recently started working with Vans. Its first work for the brand, entitled “Broken Bones Records”, consists of a promotion developed for the Vans shop in Madrid. The idea proposed by VCCP Madrid springs from the idea that, despite the fact that the connection between the Vans “Off the wall” brand and the skating world is important, more and more brands are trying to break into this sector.

Therefore, the brand decided to launch a unique promotion to generate point-of-sale traffic and convert this into additional sales for the Vans shop, by capitalizing on the pride of being a good skater and skaters’ love of music.

The idea draws from the insight that the majority of skaters listen to music while they skate, and occasionally suffer fractured bones from falls. So, VCCP decided to create a promotion that converts X-rays into records, containing the song that skaters were listening at the exact moment of their fall.