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