Wrangler has unveiled its new advertising campaign for Spring/Summer 2010: “Red”. Powerfully raw and visceral, the new print campaign from the legendary denim brand celebrates man’s most primal urges. Models are saturated in red water or caught in a fury of red dust in these bold and beautiful shots.
Red, which is a dominant and unifying colour in the campaign, was chosen for its expression and symbolism: warmth, passion, love, strength, vivacity, energy, liberation – life. The boiling energy of the males and females in the frame collides with this vibrant crimson to create an image of the Wrangler brand that you can almost hear, smell, taste and touch.
The “Red” campaign launches in two bursts. In January 2010, the images will appear in fashion and specialist magazines targeted at opinion formers to coincide with Wrangler’s appearance at the trade fair Bread & Butter. In March 2010, the consumer stage of the advertising assault begins, with Print, OOH, Digital and at Retail.
The campaign was shot over two days in California, notably in Tapo Canyon, using 12 models. For the shoot they were covered in red paint or had red paint powder thrown at them. LA-based Maryam Malakpour was the shoot stylist.
To us, this new campaign shows the Wrangler brand on the attack and demanding to be noticed. The full campaign is online at www.weareanimals.com right now.