Brand: Wrangler
My contribution: Concept, design, art direction & production
Workbase: Hallo Academy & presented to enthusiastic BSUR
Created: June 2007
Briefing & insight
Activate the brand and give Wrangler a modern look. Use the Western background of the brand without making it predictable and old. We thought: The wild, wild west is associated with tough cowboys on wild horses. The tougher the cowboy the more time he spends galloping around on his horse while fighting the Indians or saving lonely women. By riding on a horse the cowboys get their famous O-shaped legs. Every man or woman in the world is born with either o-shaped,x-shaped or straight legs. This could be different.
Concept
Wrangler measures with an ancient tool of the Wild West: your toughness! It is no longer about attitude, but about the western ‘Otitude’. The new Wrangler collection of jeans has a yellow line in the inside of the legs, which only declines if the person wearing it has X-shaped legs. The more O-shaped the legs, the more he or she has the cowboy characteristics. Wear the jeans and show the yellow line: Show some Otitude! With the special bikes with extra long pedals the O-shaped legs can be stretched. In the print ad's the legs of the models are being stretched in a rough manner to get an Otitude.
