Skateboarding may conjure photos of sun-drenched halfpipes or graffiti-splashed underpasses, however not the wobbly carriages of the Victoria Line – till now. The London-based inventive duo of Diksha and Liz discovered a placing parallel within the on a regular basis chaos of the Tube: the artwork of staying upright.
Their new marketing campaign for Skate Hub, an up-and-coming skate academy based mostly 5 minutes from Vauxhall station, is as unconventional as it’s efficient. Combining perception, craft, and a little bit of mischief, the pair created a floor-based stunt on the London Underground that invitations commuters to step onto vinyl ‘boards’ printed on the practice flooring and check out their steadiness (no handrails allowed, after all).
“We noticed individuals making an attempt to steadiness on a busy Tube with out the handrail and realised it regarded similar to studying how you can be on a board,” says Diksha, who picked up skating throughout her Grasp’s in Lincoln. “We took what was an apparent perception and made it come to life by demonstrating that balancing on a tube and on a board is not that completely different in any case.”
The concept was each intelligent and tactile, with the posters designed to be stepped on and interacted with, remodeling an peculiar commute right into a second of discovery. It isn’t simply promoting you see, however one thing you do.
On the hands-on method, Liz says: “It was initially a mock-up in our portfolio, and we confirmed it to a bunch of CDs, and the resounding suggestions was ‘make it for actual’.” Initially conceived as a speculative marketing campaign for a serious model like Palace, the undertaking discovered its excellent house in Skate Hub, a training-led academy already dedicated to inclusivity and accessibility.
“The actual fact it is a coaching academy… even higher,” Liz provides. “As a result of that is principally your first lesson.”
The stunt was filmed on the Victoria line – famously the “wobbliest line of all” – to amplify the impact. Passengers have been invited to face on the board graphics and take a look at their steadiness because the practice moved. A 50% low cost on skate classes sweetened the deal.
“We have been aware to not trouble anybody who wasn’t sport,” says Diksha. “It took some time to search out keen individuals and recover from being rejected a number of instances.”
As soon as the primary courageous few stepped up, the vitality shifted. “Primarily youthful individuals gave it a go and clearly have been having fun with themselves – this inspired others,” Liz says.
The marketing campaign’s affect wasn’t simply within the visuals or the virality. It was within the moments of real connection, just like the older man seen within the last movie.
“He was subtly recording us and smiling,” Liz remembers. “He stated he did not want classes himself however would do it to get a reduction for his daughter. The minute he stepped on the board, he was so into it. When he acquired off, everybody cheered.”
The duo’s collaborative spirit prolonged to the manufacturing too. Videographers Mike Walker and Henrique Chambel performed an important position in encouraging participation and capturing spontaneous reactions. “Having them pitch in made such a distinction,” says Diksha.
Beneath the light-hearted stunt is a critical message about accessibility. Skate Hub’s ethos is centred on making skateboarding extra accessible, significantly for people who might have beforehand felt excluded.
“Liz is dyspraxic and grew up feeling that actions like skating have been simply not for individuals like her,” Diksha shares. “So locations that help individuals in any respect talent ranges or with accessibility wants are so wanted.”
The message on the coronary heart of the marketing campaign is that anybody is usually a skater. Even in the event you’ve by no means stepped on a board, you’ve got probably been constructing the fundamental abilities with out even figuring out it. “It takes a fancy talent and empowers individuals into pondering ‘yep, even I can have a go’,” says Liz.
That is precisely what Skate Hub is making an attempt to advertise. Whereas skateboarding has at all times been an area for so-called misfits, it might probably nonetheless really feel intimidating to outsiders, significantly older individuals, ladies, or these with disabilities.
Founder Mark Nolan, himself an ex-skater, is working to vary that. With no higher age restrict and devoted ladies and non-binary classes, Skate Hub provides a substitute for the male-dominated, usually cliquey skate scene. Its central location makes it much more accessible than the West London outposts many depend on.
The Tube marketing campaign is already paying off. Following the thrill, Diksha and Liz have been tasked with growing Skate Hub’s social media presence.
“It is uncommon to have an indoor skate academy in London, so the very fact we will run this all yr spherical opens up a great deal of alternatives,” says Diksha.
For now, their focus is on constructing consciousness and constructing confidence. “We need to make extra individuals conscious that there’s a place that exists for them, and it is nearer than they realised,” says Liz. Whether or not that is somebody who’s by no means touched a board or a dad keen to wobble for his daughter’s low cost, Skate Hub is proving that skateboarding – like all good design – is for everybody.
