Wrangler Europe.
BSUR an independent agency where I worked during two different periods of my career.
The first was for 2.5 years in the mid 90’s. During that time, we won awards for Filofax, the agenda and diary brand, including a Golden Lion at Cannes, and for Weekend of Terror, which won two Bronze Lions at Cannes. Both brands went on to win many more awards.
A few years later, I returned as Creative Director in the early 2000s.
During this second period, we won European and global pitches for O’Neill, Bacardi, MINI and Wrangler. O’Neill and Bacardi were European wins, while MINI was a global win.
I was Creative Director for O’Neill and Wrangler for Europe.
cowboy mentality.
In everything we did we wanted to reflect the original cowboy mentally so deeply embedded in the brand. For the launch of a the new winter denim collection we decided to freeze them into ice block, throw them on cars in Berlin, and wait and see. People interacted with the ice block, and started to collaborate on breaking them down like the Berlin Wall.
Free the jeans, and you will be the first owner of a new pair.
During festival period we took Wrangler to the major festival arena’s and profiel laundry services, for free. Even the hardest rodeo riders, or crowd surfers needs a fresh pair to t-shirts every now and then. We truly connected to the behaviour and mind set of our audience.
Results
The campaign was awarded for the photography in Holland and Europe.
During our work at BSUR the sales number went up around 13% every year.