Wrangler We Are Animals Campaign

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.

Wrangler Dakota We Are Animals print advertisement

Wrangler Dakota We Are Animals print advertisement

Wrangler Dakota We Are Animals print advertisement

Wrangler Dakota We Are Animals print advertisement

Wrangler Dakota We Are Animals print advertisement

In case you’re not sure where all this is heading, here’s the explanation from Fred & Farid.

“In today‚Äôs 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. We Are Animals is more than a campaign signature. It is a statement of truth and long-term value for the brand that will be taken up for use by all countries. It is a reflection of the new vision of the Wrangler brand, repositioning itself through instinct and emotion. Each campaign will run across Europe, and will develop, substantiate and deepen this statement, reminding us that we are, before all else, animals.”

Click on the image below to play the video in YouTube


The We Are Animals campaign was developed at Fred & Farid, Paris, by executive creative directors Fred & Farid (Frederic Raillard and Farid Mokart), art directors/copywriters Juliette Lavoix and Pauline De Montferrand, advertiser’s supervisor Giorgio Presca and photographer Ryan McGinley. See my earlier post on the campaign.

Filed under: Print, Wrangler



  • Dancho Ivanov

    what is this campaign about again?

  • Monique Jacobs

    Your creative juices are in dire need of re education.
    We are human beings, not animals. But I guess you are right in a way: we are certainly behaving like animals; nowadays nothing is interesting unless it has to do with sex. All people can talk about and think about is sex. That is animal behaviour. I will certainly never buy any of your goods. It puts me right off.

    • Realist

      We are mammals not a divine different section of life. Mammals,birds,fish, insects and than humans. No we are part of the mammal group so we are animals that act like humans.

  • Norreen

    How is this aabout sex…. Being sexy and being sex are two drastically different things. And yes we are animals we are Mammals and the last time I checked mammals are animals! I love the ads and hope they do run in the united states. As a people (and yes I am American) we need to be more open and educated about the human body and realize that it is a natural and beautiful thing.

  • Imran Mirza

    Perhaps we are the only animals wearing jeans.