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.

Project Details

Producer MSocial, Inc.
Creative Direction Raj Bay
Video DOP Miguel Gonzales
Photographer Joseph Pascual
Words & Content  Raj Bay
Channel Print & Digital
Date 2019-2020
Scope Campaign Production


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