Agency
OGILVY
Creative Team
Creative Director
Dwayne Koh
Associate Creative Director
Ma Lin
Art Director
YeeSin
Senior Copywriter
Wang LaLa
Description
When VF first entered China, they engaged Ogilvy to work on 3 core brands under the Company - Lee Jeans, North Face and Vans. While at Ogilvy I lead the creative charge on these brands. Working on Vans was a haven sent, as it brought me back to my skating roots and connected me again with the days of Dogtown, Z-boys, Public Domain and Future Primitive.
The campaigns we created were not only to introduce Vans to the Chinese market but to help it expand beyond the skating scene. As a brand we were always very careful with what we said and did as we wanted to be true to our roots while going mass. I believe the success of the Vans brand today in China was directly related to how we launched the brand back in 2009.