Anticipating the announcement of SZA as VANS’ new global ambassador, we identified — together with the brand — her concert as a strategic opportunity to activate the brand’s positioning in a way that felt relevant and aligned with its cultural universe.
Companhia designed and executed an activation that went far beyond simply showing up at an event. It began with an exclusive get-together at a café in Lisbon, bringing together 15 digital influencers and 2 artists from the national music scene. Drinks, snacks, and a relaxed atmosphere set the tone for a moment crafted to build emotional connection with the brand and reinforce affinity with its territories: music, creativity, and authenticity.
The highlight of the experience was attending the SZA and Kendrick Lamar concert in Lisbon. Guests were accompanied by two of Companhia’s communications consultants, ensuring integrated, strategic management of the brand activation with each attendee.
This initiative was conceived as a complete brand experience — designed to increase VANS’ visibility among key communities while consolidating its ties to urban and music culture.
At Companhia, every activation is built on strategic rationale, where every choice — from context to content — is guided by clear communication objectives aligned with the brand’s identity.
