Client

Vans

Creative partner

Endeavor Snowboards, a visionary Canadian snowboard company with the creative smarts to match our idea.

What was it?

How do you make an online audience a physical part of an event held at a remote mountain resort? How do you ensure the lifespan of an event last for months rather than just the week itself? Our interactive, multi-media project, in which we turned a crowd sourced mural into a set of unique snowboards as part of the Vans Wangl Tangl event last year, answered these questions and more.

How did we do it?

Our main Looking Sideways show at Wangl Tangl was a hugely popular exhibition featuring ten breakthrough skate and snow artists. But rather than just be passive observers, we wanted the event and online audience themselves to be part of the snow and skate-related creativity on show. In the weeks leading up to the event and at Wangl Tangl itself, we asked people to send us a picture of their eyes looking sideways. Thousands of entries flooded in, and we used these to create a live art installation during the week of the show itself. Next, we collaborated with Endeavor to turn this mural into a set of ten super limited edition snowboards with unique graphics.

 Rather than just be passive observers, we wanted the event and online audience themselves to be part of the snow and skate-related creativity on show.

Creative highlights

Our mission at Looking Sideways is to make the link between board sports and creativity explicit, something epitomised by the end product: a set of hugely desirable limited edition boards created by a cast of thousands (above). The film we made about the entire project was another highlight, helping to spread the word long after Wangl Tangl event itself has closed it’s door.

Coverage highlights

The lifespan of the project from start to finish was nine months, during which the concept consistently achieved a truly diverse range of coverage that easily transcended the world of action sports and ensured sponsor Vans got the maximum ROI. As well as running two massively popular contests in the world’s biggest snowboarding magazines, our film was also recognised in it’s own right and featured on prestigious crossover sites such as Hypebeast. All this, and we got to go riding on the boards as well, while Vans used theirs as staff/retailer incentives.