We're animals, 1

January 2010

Wrangler has revealed its new image for this 2010 Spring/Summer season, which goes by the name of Red. A powerful, visceral campaign centred on the human being's most primary instincts. Men and women have been photographed in red waters or amidst the fury of twirling red dust. A new approach to the concept We Are Animals by a fit, strengthened Wrangler. The campaign We Are Animals comes packed with emotions. Each image is a high dose of adrenalin, tension and passion, with red as the basic colour. Each character becomes the personification of the inner strength of an unleashed man, a sweeping animal alter ego. The new campaign features two distinct phases, the first one to be shown at Berlin's Bread&Butter, with an important presence in the city and in the specialized press on the occasion of the fair. In March, there comes the second assault, aimed at the public through several channels –graphic, street ads, digital, and stores.

Film editor Yannis Rachid

Print advertisment created by Fred & Farid, Belgium for Wrangler, within the category: Fashion.

Advertising Agency: Fred & Farid, Paris, France

Executive Creative Director: Fred & Farid

Photographer: Jeff Burton

Photographer Assistant: Rob Hamada

Agency Supervisor: Fred & Farid, Daniel Dormeyer, Dushan Karageorgevitch, Paola Bersi

Advertiser Supervisors: Giorgio Presca, Dieter Jacobfeuerborn, Alessandro Vigano, Stephano Aimone, Adam Kakembo, Yasemin Akkaya,

Art Buyer: Marie Moulin

Comments (13)

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Blue Koala's picture
Blue Koala
Activity Score 199

ฺNext opinion

Just an opinion.

K.I.D_PUNK's picture
Activity Score 151

india style

mrckais's picture
Activity Score 417

what animal it supposed to be?
i never liked this campaing


sirvan's picture
Activity Score 29860

Agree mucho.


"I love some things, and don't love some other things."

Guest's picture

problem is, the controversy about this being good or bad will be kidnapped by so-called creative superstars who'll take that as the proof of its "powerful-ness and going into the DNA of the brand".
I even read once it's the first "totally emotional branding". what a load of we-are-pick-your-own.animal manure.
can anyone with a sane mind believe that?

Schirone's picture
Activity Score 98

we're smoke

i'm here because i'm procrastinating

sold's picture
Activity Score 3305

could be worst.
if they put theirselves on pictures.

Chori Arg's picture
Chori Arg
Activity Score 173

i guess this is a complicated campaign. once a campaign get a lion at cannes is harder to rate it. i mean that you see it with other eyes.
if it wasn't by cannes i would say that i don't like it. now i'm trying to think that is just something different.

tiny_wordz's picture
Activity Score 325


paumarques's picture
Activity Score 1312

la campanya és maca. el que passa és que és més estètica que conceptual. bona direcció d'art.

Pau Marquès
(+34) 670 36 79 83

loulou's picture
Activity Score 40

Agree, the campaign is powerful, and beautiful.

Guest's picture

no, the photos are powerful. campaign is just crap.

do you know the difference between the two?

lucdesaulniers's picture
Activity Score 1145

Not even worth an opinion...

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