Keep Being Weird – Vans Brazil 2025 | Clapboard Ad Archive

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Vans. Keep Being Weird. - Vans | Clapboard Ad Archive

Vans brings its enduring rallying cry for creative authenticity to the fore in Keep Being Weird, a 2025 campaign crafted for the Brazilian market with Fbiz, part of the WPP Group, that places individuality and nonconformity at the center of the digital conversation. The campaign enlists Felca—a cultural force in Brazil for his candor, humor, and fearless social commentary—to embody the brand’s philosophy of resisting cultural homogeneity and embracing the quirks that fuel personal and artistic expression. As the protagonist in the campaign film, Felca is immersed in the universe that defines Vans—action sports such as skate, surf, and BMX, alongside music and urban art—delivering a narrative that champions the importance of authenticity in a social media landscape often dominated by pressures to fit in. The work sits squarely within Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, as the strategy leverages Felca’s magnetic relevance and outspoken ethos to resonate deeply with a generation for whom self-image and identity are continually shaped and scrutinized online. Vans amplifies the campaign’s manifesto by activating a multi-channel digital movement across TikTok and Instagram, galvanizing fans and fellow creators to share how they define their own weirdness using the #KeepBeingWeird hashtag, converting the message from a brand statement into a participatory celebration of difference. This mechanism not only reinforces Vans’ market position as the fashion and apparel icon of rebellious spirit and creative independence but also forges an ecosystem where authenticity is currency—a direct answer to the rise of curated sameness in influencer culture. By enlisting the right cultural protagonist and encouraging user-generated content, Vans and Fbiz tap into the collective need for representation, honesty, and community, positioning the campaign as a living artifact of contemporary youth identity in Brazil’s fast-evolving streetwear and action sports scene. Clapboard rates this 59/100. As the lifestyle apparel market leans further into digital-native storytelling and the amplification of authentic voices, Keep Being Weird signals a strategic shift where brands don’t dictate the terms of identity but rather facilitate the platform for it to be proudly owned and displayed.

Credits

Client

Vans

Agency

Fbiz

Chief Executive Officer

Fernanda Tedde

Vice Presidentes Of Creative

Filipe Matiazi and Carla Cancellara

Creative Team

Diego Guerhardt, Bruno Anibal, Débora Caprioli, Maria Nery, André Costa, Bianca Mellace, Leandro Fagundes and Felipe Zanella

Editor

Nelson Jimenez

Producer

Fabiano Beraldo and Paulo Setti, Luba Freitas

Content Director

Vanessa Vieira

Content

Pedro Cruz

Vice President Of Strategy

Vitor Amos

Strategic Planner

Heloisa Guernieri and Thiago Ito

Account Management

Janaína Luna, Andressa Sucodolski, Maryane Colombo and Giovanna Vicentin, Flavia Medeiros

The Vans “Keep Being Weird” campaign in Brazil leverages the brand’s longstanding association with individuality and creative expression, positioning Vans as an emblem of authenticity in a culture that often pressures conformity. The campaign’s core proposition is a celebration of uniqueness as a form of resistance, emphasizing that embracing one’s “weirdness” fuels creativity and self-identity. By aligning with Felca, a prominent Brazilian influencer known for his candid social commentary and appeal to younger generations, Vans taps into a cultural moment where digital audiences increasingly value honesty and vulnerability. Strategically, the campaign insight focuses on the tension between societal norms and personal authenticity, a relevant issue especially among youth navigating identity online. This is reflected through Felca’s narrative and the campaign’s broader call to action, inviting consumers to publicly showcase their individuality via the hashtag #KeepBeingWeird. The use of a well-known cultural figure who embodies the campaign’s message allows Vans to build emotional resonance and credibility. The creative angle blends action sports imagery with music and art, reinforcing Vans’ multifaceted identity while embedding the message across digital platforms such as TikTok and Instagram. This approach fosters community engagement and user-generated content, positioning the campaign not only as a brand statement but as a collective movement encouraging ongoing dialogue about creative self-expression in contemporary Brazilian youth culture.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers on Felca, a high-profile Brazilian influencer known for authenticity and social commentary, positioning him as both the protagonist and a living embodiment of the “Keep Being Weird” brand value. Rather than telling a linear story or presenting a traditional testimonial, the campaign leverages Felca’s celebrity status to resonate with Vans’ audience, aligning his personal identity and values with the brand. His presence—in campaign film and multichannel activations—serves as the central creative device, catalyzing audience connection and brand recall through his ongoing cultural relevance and recognition.

1. Nike – Market Positioning Nike leads as a global sportswear powerhouse emphasizing innovation, performance, and cutting-edge technology. It blends sport and lifestyle seamlessly, targeting athletes and fashion-conscious consumers alike. Nike leverages powerful storytelling and endorsements from top athletes to inspire empowerment, achievement, and self-expression across diverse demographics worldwide. 2. Adidas – Market Positioning Adidas positions itself as a brand that merges heritage sports credibility with contemporary streetwear culture. It focuses on sustainable innovation, fashion-forward design, and collaborations with artists and designers, targeting youth and urban consumers who value authenticity, performance, and style. 3. Puma – Market Positioning Puma differentiates through its bold, playful approach to sportswear and lifestyle apparel, blending athletic performance with fashion trends. Its strategic collaborations with cultural icons and influencers emphasize creativity, inclusivity, and youthful energy, appealing to trend-conscious consumers. 4. Converse – Market Positioning Converse champions timeless, classic sneaker culture rooted in music, art, and self-expression. It appeals to youth seeking vintage-inspired, versatile footwear that embodies rebellion, creativity, and individualism, staying relevant through collaborations with designers and cultural tastemakers. 5. DC Shoes – Market Positioning DC Shoes targets the action sports market with a strong focus on skateboarding lifestyle and durability. It blends technical performance with street credibility, appealing to core skateboarders and young consumers who prioritize authenticity, toughness, and a rebellious attitude in footwear and apparel.

Q: What is Vans. Keep Being Weird. about? A: Vans. Keep Being Weird. is a 2025 digital campaign from Vans, created in partnership with Brazilian agency Fbiz, targeting the Brazilian market. The campaign centers on the theme of authenticity and creative self-expression, positioning individuality as a form of resistance in a culture that often pressures conformity. Featuring Felca, a prominent Brazilian influencer known for his candid social commentary and appeal to younger audiences, the campaign unfolds across platforms like TikTok and Instagram. Through a campaign film and a collective movement using the hashtag #KeepBeingWeird, Vans invites fans to celebrate their uniqueness and contribute to an ongoing dialogue about what it means to be true to oneself. Q: What creative device does Vans. Keep Being Weird. use? A: Vans. Keep Being Weird. employs the FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES creative device, as classified by Clapboard's global ad archive. This approach centers the campaign around Felca, a high-profile Brazilian influencer, leveraging his cultural relevance and authenticity to create brand recall and emotional resonance. Rather than following a linear narrative or traditional testimonial, the campaign positions Felca as both protagonist and embodiment of the brand’s values, using his ongoing presence across campaign assets and digital activations to catalyze audience connection and reinforce the message of creative individuality. Q: What is the campaign proposition for Vans. Keep Being Weird.? A: The campaign proposition for Vans. Keep Being Weird. is a direct celebration of individuality and authenticity, urging consumers—especially youth navigating identity in a digital age—to embrace what makes them unique, even if it is perceived as “weird.” By aligning with Felca, a figure known for honesty and vulnerability, Vans addresses the tension between societal norms and personal expression within the fashion and sports category. The campaign’s strategic positioning frames Vans as an emblem of creative freedom, inviting audiences to participate in a collective movement that values self-expression over conformity. Q: How does Vans. Keep Being Weird. rank in Clapboard's archive? A: Vans. Keep Being Weird. holds a Clapboard Campaign Score of 59/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Vans's category? A: In the fashion and sportswear category, Vans competes with Nike, which leads through innovation and athlete-driven empowerment; Adidas, which merges heritage sports credibility with contemporary streetwear and sustainability; Puma, known for its playful, creative collaborations and youthful energy; Converse, which champions classic sneaker culture rooted in music, art, and self-expression; and DC Shoes, which targets the core skateboarding market with a focus on durability, authenticity, and a rebellious attitude. Each brand brings a distinct positioning, shaping the competitive landscape for creative and lifestyle-driven consumers.

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