written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2020-08-18

Campaign: Wrangler - Follow Your Path

Campaign: Wrangler - Follow Your Path

Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today it is all about a fashion campaign that revives the myth of denim.

Platforms:

TV, online, social media

Learnings:

1. Strong brands have DNA. If your‘s doesn‘t have any, you should find some fast.

2. Coolness and non-conformity are expressions of attitude. And this attitude must always have meaning.

3. The right claim is the essence of brand statement and the expression of its DNA.

Background:

Since Corona, the fashion industry is under more pressure than ever before. It's a good time for change - a good time to get back to your roots so that there is a future ahead. And to put your own brand USP back in the spotlight.

Objective:

To go back to the beginning, back to what denim has always been, where the Wrangler brand comes from, back to meaningfulness and purpose. Back to our own strengths. Show attitude. Visualise your own DNA, using images that stay in your head, with stories that transport the timeless spirit of denim. What do I stand for and what is my worth?

What does Wrangler stand for? What does denim stand for? This spot shows us.

Execution:

The right mix of coolness and fashion. The essence of freedom. Credible and modern, not too overly fashionable and pretentious, but expressed clearly using strong images. Very stylish without being smooth and superficial, that fine balance between brand and attitude is presented authentically. The images open up the denim world of the brand, they captivate and entertain us - and show us what the brand stands for. A little Rebel Without a Cause, a pinch of Easy Rider, a little Wild West Jeans romanticism plus the Godfather of Cool Lucky Luke, plus a little fashion sexyness and individuality, underscored with good sound - it works.

Hot or not?

Definitly hot. Cool, stylish and contemporary. The spirit lives on. Go your own way and don't look back. As they say: a modern Western classic.

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