Not a Puff Piece
Truth x Vans by Kevin Lyons
To tell ya the truth
The truth is— Raleigh, and North Carolina itself, is an epicenter of tobacco farming. Even worse, teen smoking rates are higher in the south than anywhere else.
To hit the issue head on, we teamed up with TRUTH, a non profit organization dedicated to stomping out youth smoking, along with 72andSunny, a California ad agency with the right connections and Vans, yeah that shoe company. The plan was simple— create a mural that speaks volumes about ending teen smoking for good.
Since the agency was out in Cali, they tagged us as the east-coast experts in mural creation and to film the story along the way. Our Brand Director Jedidiah Gant happens to run Raleigh Murals Project, so it was a match made in agency heaven. We took the lead on scouting locations and settled on a 20x40 foot wall in the heart of Downtown Raleigh.
Featured in Shoot Magazine, Hypebeast and Skateboarding Magazine.
Chosen as “Editor’s Pick” in Creativity Magazine
Semi-Finalist for 2016 National AICP Award
Bringing the Vans x Truth story to life
We knew from the get-go that our budget and timeline would be challenging. The mural came to life over the course of four days. Despite the inclement weather, we captured a tricky overhead drone shot with the help of a tarp that shielded the artists & our incredible crew from the rain. Together, we pulled off editorials, grading, and sound-design for two spots, plus seven six-second Vines (you know, the prehistoric TikTok), in just one month.
The Myriad team were wonderful collaborators and problem solvers; we felt well taken care of every step of the away. Just clutch.
Wearable art with a message.
100,000 likes and shares in less than a week
50,000 YouTube views
520,000 Instagram views
1 Million Vine loops
83 Mischievous Monsters
11 Pairs of Kevin Lyons x Truth Vans currently for sale on Ebay (otherwise sold out)
850 TVs in Journey’s stores across the US
Check this out, these are pretty sick. We’ve been waiting for a street artist styled shoe from Vans like this.
On the Good Foot
Kevin’s benevolent doodles became a limited edition shoe for Vans. And our final spots served as the launch material in-store at Journey’s stores nationwide. That’s what we call putting our best feet forward.
Chris Young + Ricardo Roberts
Max Zampieri + Spike Hoban