Everything Rides on This

Two by Four, the innovative creative advertising agency, has teamed up with their long-term client Wrangler to unveil an exciting campaign in celebration of the 65th Wrangler National Finals Rodeo (WNFR) in Las Vegas. The campaign, titled "Everything Rides on This," marks an exciting new chapter in the longstanding, 25-year partnership between Two by Four and Wrangler. The campaign is set to run through December 17, 2023.

Wrangler, the leading, iconic Western brand known for sponsoring and outfitting top rodeo athletes, has set its sights on dominating this year's WNFR in a remarkable manner. The campaign strategically leverages 3D technology to create high-impact visuals as part of a Las Vegas strip takeover, aiming to captivate both the dedicated rodeo enthusiasts and the broader audience of Las Vegas tourists. The campaign's primary objective is to reinforce Wrangler's position as the original and leading Western brand, solidifying its status as the dominating brand for all things WNFR.

The campaign features some of Wrangler's top rodeo endorsees, including the formidable Stetson Wright, a 7X World Champion, and Hailey Kinsel, a 4X World Champion. With bold headlines and striking visuals, the campaign is set to make a lasting impression throughout Las Vegas during the WNFR. Notably, the media buy includes a diverse array of platforms such as broadcast, digital, print, traditional and spectacular out-of-home advertising, strategically targeting key locations in Las Vegas.

Allen Montgomery, Vice President and General Manager, Wrangler Western, commented on the campaign, "At Wrangler, we are excited to unveil this groundbreaking campaign in collaboration with Two by Four. This campaign reflects our commitment to celebrating the spirit of the WNFR and our dedication to providing exceptional apparel that embodies the rugged spirit of the Western lifestyle."

Adam Von Ohlen, Chief Creative Officer at Two by Four, expressed his enthusiasm about the campaign, stating, "We are thrilled to partner with Wrangler once again and to have the opportunity to create a campaign that pushes the boundaries of creativity and innovation. We think this campaign is a perfect representation of the focus, grit and determination it takes to perform at WNFR, where everything rides on this.”

With the anticipation building for the 65th Wrangler National Finals Rodeo, the collaboration between Wrangler and Two by Four promises to deliver an unforgettable experience that captures the essence of the rodeo spirit and the iconic Western heritage.