Wrangler has revealed its new image for this 2010 Spring/Summer season, which goes by the name of Red. A powerful, visceral campaign centred on the human being’s most primary instincts. Men and women have been photographed in red waters or amidst the fury of twirling red dust. A new approach to the concept We Are Animals by a fit, strengthened Wrangler. The campaign We Are Animals comes packed with emotions. Each image is a high dose of adrenalin, tension and passion, with red as the basic colour. Each character becomes the personification of the inner strength of an unleashed man, a sweeping animal alter ego.
Click on the image below to play the video in YouTube (HD)
The new campaign features two distinct phases, the first one to be shown at Berlin’s Bread&Butter, Wednesday, 20th January to Friday, 22nd January 2010, with an important presence in the city and in the specialized press on the occasion of the fair. In March, Wrangler launches the second assault, aimed at the public through several channels, graphic, street ads, digital, and stores.
See the campaign online at Wrangler Europe.
The Red campaign was developed at Fred & Farid, Paris, by executive creative directors Fred & Farid, copywriter/art director Feng Huang, agency supervisors Fred & Farid, Daniel Dormeyer, Dushan Karageorgevitch, Paola Bersi, film editor Yannis Rachid, advertiser’s supervisors Giorgio Presca, Dieter Jacobfeuerborn, Alessandro Vigano, Stephano Aimone, Adam Kakembo, Yasemin Akkaya, art buyer Marie Moulin.
Photographer Jeff Burton is represented by Vincent Simonet and Casey Kaplan. Photographs by Jeff Burton were produced at Heather Levine Production, Los Angeles, with assistant photographer Rob Hamada and film editor Yannis Rachid.