Interactive ad: Growing up in New Zealand: The 6000s

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Top 6: September 13th 2023

Introducing The 6,000s. The ultimate weekend shoe designed using data from Growing Up in New Zealand - this country's largest longitudinal study of child development, established by the University of Auckland in 2009.

Incubated in the Vans Custom Lab, every detail of The 6,000s is informed by data taken directly from the young people in the study. Modelling findings from their lifestyles, world views, favourite hobbies and aesthetics. Even the base silhouette of the collaboration was determined by their data - the iconic Vans Sk8 Hi.

The kicks were delivered in a box that's designed to unbox itself. The experience includes an AI generated voice that ran participants through all the features that their collective information created - and celebrated the important contribution the rest of their data is making to Aotearoa.