Wrangler's We are Animals

[Paramvir]

I love this campaign 'We are animals' from Wrangler. Apart from all the things like insight, focus etc, these ads have a very high degree of art in them which I have been mising in contemporary advertising. The photography is worth taking a second look at. Love the lensing.

Advertising Agency: Fred & Farid, Paris, France
Executive Creative Director: Fred & Farid
Copywriter / Art Directors: Fred & Farid, Feng Huang
Photographer: Jeff Burton
Photographer Assistant: Rob Hamada
Film editor: Yannis Rachid
Agency Supervisor: Fred & Farid, Daniel Dormeyer, Dushan Karageorgevitch, Paola Bersi
Advertiser Supervisors: Giorgio Presca, Dieter Jacobfeuerborn, Alessandro Vigano, Stephano Aimone, Adam Kakembo, Yasemin Akkaya,
Art Buyer: Marie Moulin

[Paramvir]

and some more

[Paramvir]

some more

[Paramvir]

and some more

[Paramvir]

and more

[Paramvir]

and the film.
[youtube]40QSW4Ncx_M[/youtube]

[DesignBoyz]

thats an insult to animals

[redpaw]

I love the photographs..definitely! But i don't see what the creative idea is doing for the product. There's no connection with any of wrangler products. Or am i missing something?

[redpaw]

I felt like i'm watching an ad for Animal Planet or Nat Geo...

[vikram sharma]

I love the photographs..definitely! But i don't see what the creative idea is doing for the product. There's no connection with any of wrangler products. Or am i missing something?

dear RedPaw, good to see you on the forums.

The Wrangler Campaign from Fred&Farid Paris came with this press release:

In today’s society, our animal instincts are smothered by daily modern life, city-living and constant technological developments. Man is an animal, but he no longer knows it.

Wrangler’s new strategic and creative platform seeks to re-awaken our bottled-up instincts and to encourage who and what we fundamentally are, by putting all that is pure, natural and instinctive back into Man.

i hope this puts the campaign into perspective. Athpugh you are probably right since this is far from Wrangler's traditional pitch as a 'Cowboy' brand, and this territory is closer to perhaps 'Pepe', but this is indeed a very bold attempt from a major brand to reinvent itself. and we must celebrate that! especialy when its well done!

[Ek Kanya]

Wrangler Jeans print advertising campaign, “We Are Animals”, won the Grand Prix for Print at Cannes International Advertising Festival this week. Fred & Farid in Paris submitted a set of five advertisements featuring two models in the Clothing, Footwear & Accessories category, Dakota 1, Dakota 2, Dakota on Road, Coca in White Flare, Coco Crouching.

Here's the Green campaign

[youtube]cnYfFFvFeUY[/youtube]

[Ek Kanya]

and some more

[Ek Kanya]

and one more

[silly lily]

nice! (try this in india though and i can hear the client saying 'show my product! show my product!).. or is it redpaw i hear?

[redpaw]

You can say Im being the devil's advocate here
But coming back to the campaign, the explanation would be enough to justify the end but at first look I'm still thinking what is happening?
I love the whole idea but not convinced with the execution..anyone..??