Wrangler Wear with Abandon Campaign
In 2019, Wrangler released a global campaign called “Wear with Abandon”. MSocial procuded the localization of the campaign for 2020 release.
The campaign captures the adventurous optimism of the cowboy spirit, exemplifying the opportunities that arise when people take risks and choose to live with courage. The global videos and imagery show sa very western concept, thus the need to localize and adapt to fit to local market.
Since Wrangler was a known brand for men, and with the increasing need to balance the audience in the local market, we have opted to get a women celebrity – Yassi Pressman.
We have produced a campaign video, shot local imagery for digital and billboards; and planned series of events and PR efforts.
Unfortunately, due to the pandemic, the campaign was cut short and pivoted to a completely local campaign, Back on Track.
|Creative Direction||Raj Bay|
|Video DOP||Miguel Gonzales|
|Words & Content||Raj Bay|
|Channel||Print & Digital|
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