WRANGLER, back in the day
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WRANGLER was traditionallyย ALLย ABOUTย THEย CLICHรSย OFย THEย COWBOY LIFESTYLE.ย A pioneering lifestyle, from the back of a horse. The campaign
we at BSUR imagined, updates the key attributes ofย theย cowboy mindset andย DISPOSES off WILD WEST CLICHรS.ย SO ITโS STILL ABOUT
PIONEERING and discoveringย newย territories, ONLY NOW IN
THE CONTEMPORARYย URBANย SCENERY. SOMETHING
NEWย PIONEERINGย GENERATIONSย CAN RELATEย
TO. Itโsย NEWย Urbanย Outlaws that areย WANTED.ย
BYย WRANGLER.ย Reimaginingย WRANGLER
this wayย won agencyย BSUR the account.
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(below)ย TO LAUNCH the campaign, BSUR set up aย ROADSHOW.ย Watch the teaser:
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(above)ย URBAN POEM by Mike Benson
PRESS kit:
(below) announcing WRANGLER's ROADSHOW publicly:
(above & below) GUERRILLA advertising:
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(below) unloading the WRANGLER truck & building up the stage:
(above & below)ย WRANGLER MONUMENT by Studio theGirls.
(above & below)ย Wranglerโs identity translates into all visual details. All of them rugged, bold and low-tech. To โbe as you areโ it isย just as important to โbehave as you are.โ
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(below) the WRANGLER CAFร is alsoย functioningย as a fashion display / outlet:
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WANTED is MUSIC. Fromย free retro MIXTAPES toย LIVE PERFORMANCES:
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(below) enter the VIDEO BOOTH, RECORD a VIDEO MESSAGE,ย SHARE it with the CITY:
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(below) Wrangler also organised threeย WALK THE LINE events in Barcelona, Berlin and London where bands gave their own interpretations of JOHNNY CASHย songs. Trailer:
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(below)
GUERRILLA LAUNCHย of the new WINTER COLLECTION in major cities: CUT OUT your own pair ofย FROZEN WRANGLERS for free. CRAZEย in the streets and in SOCIAL MEDIA.
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(concept: Rodger Beekman for BSUR)
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(below)
TOGETHER with WRANGLER, BSUR CO-CREATED BLUE & YELLOW, a new jeans line:ย
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(above) European music festivals often turn into MUDDY happenings. So Studio theGirlsย & BSUR for BLUE & YELLOW erected the WRANGLER FESTIVAL pop-up LAUNDRY.ย
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(below) WRANGLER BLUE & YELLOW pop-up store:
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My modest contributionsย do not hold up compared to the years of excessive hard labour by theย BSUR team in Amsterdam and especially by:ย Rodgerย Beekmanย (concept)ย Joostย Perikย (concept)ย Janย Rijkenbergย (strategy)ย
Richardย Harrington (design) Studio theGirls (art & brand activation)ย Mike Benson (copy)
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