Wrangler is doing everything to take the title of the ‘Most stupid brand’ from Diesel. The two jeans makers work hard to remain on the list of catalysts for freedom of expression, and so impress the consumers’ imagination with mind-blowing advertising pieces, which encourage people to listen to their emotions only and forget about conventional rules of behaviour. To prove it really has a wild nature, Wrangler kicked off an ad campaign dubbed ‘We Are Animals’ (it won the Grand Prix at Cannes in 2009 as well as a number of industry awards), launched a project, which was inviting British young adults to participate in a range of extreme activities, as part of it and now is presenting a follow-up to the advertising push to demonstrate how durable the jeans are.
Image: www.wrangler-europe.com
The ‘Stunt’ prints, which are ‘We Are Animals’ most action-packed adrenaline-fuelled campaign yet,’ are all about braveness and risk. The brand commissioned US-based photographer Cass Bird to create visuals which would perfectly embody the fearless nature of Wrangler and its Summer/Spring 2011 collection. The stills, which were taken on the ‘New York’ streets at Paramount Studio in Los Angeles, feature four stunt professionals, who performed extraordinary things—all to prove that these jeans can help you undertake any challenge. The brave models (both male and female stunts) jumped through second-story windows, fell through sheets of glass, evaded huge explosions, and even ran along the streets with their clothing being on fire. View the stills in the ‘We Are Animals’ gallery on the brand’s website, and watch the behind-the-scenes video below.
Image: www.wrangler-europe.com
The impressive stills will be released as prints in a number of style magazines and European billboards this month. The bold campaign was developed by the Paris-based Fred & Farid.
Image: www.wrangler-europe.com
Image: www.wrangler-europe.com
An enthusiasm shared by the whole team, including photographer Cass Bird, “It is rare that I get commissioned in a commercial vain to have an experience as well as produce work that is equally adventurous and risk taking. The Wrangler ‘Stunt’ campaign required a lot of fearlessness and trust—qualities not often found in such projects.”
Frederic Raillard, creative director of Fred & Farid Group, added, “It’s great as an agency to have a client that is so fond of creativity—and this for 3 years now! It’s always an excitement and a challenge to create campaigns with Wrangler.”
Adam Kakembo, marketing director, Wrangler EMEA, said, “This was simply the most incredible shoot. The danger, the energy, the excitement are all real—and they explode off the page in Cass Bird’s incredible images. This campaign shows what Wrangler is all about: resilient, pumping with adrenaline, and acting on instincts. ‘Stunt’ brings to thrilling life the Wrangler message: We Are Animals.”