On my second meeting with Jethro at ‘JJ Marshall Associates’ he talked me through a few campaigns he had been working on recently, one of which was the paper lookbook for Wrangler titled ‘Mark Your Territory.’
Marshall is establishing Wrangler as a rising exceptionally ‘cool’ premium denim brand, the campaign with a hint of attitude reminds me of Diesels past marketing campaigns: models posing against stone grey cement wall backdrops, denim-on-denim combos recurring with wash styles for both genders.
Customization is their season’s concept; the brand is challenging their consumers to mark their own territory on their own jeans.
“The Mark Your Territory collection develops the We Are Animals brand signature. We are encouraging our consumers to really own and personalize their Wrangler jeans. We’re looking forward to seeing some wild creativity when this collection hits the street.” Alessandro Vigano, creative director.
Alongside the A/W 11 lookbook Stinkdigital London have been commissioned to create an on-line experience that showcased Wrangler’s range.
This digital short depicts the huge variety of ways that human beings mark their territory. The ways we leave our stamp may be more sophisticated, but we remain animals at heart.
We Are Animals encourages us to escape the routine, and live life at the extreme, with heart pumping and adrenaline flowing.
www.wrangler-europe.com
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