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    What if... a cowboy brand needs to find new relevance?
    Published:
WRANGLER, back in the day
 
 
WRANGLER was traditionally ALL ABOUT THE CLICHÉS OF THE COWBOY LIFESTYLE. A pioneering lifestyle, from the back of a horse. The campaign
we at BSUR imagined, updates the key attributes of the cowboy mindset and DISPOSES off WILD WEST CLICHÉS. SO IT’S STILL ABOUT
PIONEERING and discovering new territories, ONLY NOW IN
THE CONTEMPORARY URBAN SCENERY. SOMETHING
NEW PIONEERING GENERATIONS CAN RELATE 
TO. It’s NEW Urban Outlaws that are WANTED. 
BY WRANGLER. Reimagining WRANGLER
this way won agency BSUR the account.
 
   
(below) TO LAUNCH the campaign, BSUR set up a ROADSHOW. Watch the teaser:
   
(above) URBAN POEM by Mike Benson
PRESS kit:
(below) announcing WRANGLER's ROADSHOW publicly:
(above & below) GUERRILLA advertising:
  
   
(below) unloading the WRANGLER truck & building up the stage:
(above & below) WRANGLER MONUMENT by Studio theGirls.
(above & below) Wrangler’s identity translates into all visual details. All of them rugged, bold and low-tech. To ‘be as you are’ it is just as important to ‘behave as you are.’
    
(below) the WRANGLER CAFÉ is also functioning as a fashion display / outlet:
   
WANTED is MUSIC. From free retro MIXTAPES to LIVE PERFORMANCES:
   
(below) enter the VIDEO BOOTH, RECORD a VIDEO MESSAGE, SHARE it with the CITY:
   
  
(below) Wrangler also organised three WALK THE LINE events in Barcelona, Berlin and London where bands gave their own interpretations of JOHNNY CASH songs. Trailer:
   
   
(below)
GUERRILLA LAUNCH of the new WINTER COLLECTION in major cities: CUT OUT your own pair of FROZEN WRANGLERS for free. CRAZE in the streets and in SOCIAL MEDIA.
   
(concept: Rodger Beekman for BSUR)
   
(below)
TOGETHER with WRANGLER, BSUR CO-CREATED BLUE & YELLOW, a new jeans line: 
   
(above) European music festivals often turn into MUDDY happenings. So Studio theGirls & BSUR for BLUE & YELLOW erected the WRANGLER FESTIVAL pop-up LAUNDRY. 
   
   
(below) WRANGLER BLUE & YELLOW pop-up store:
   
   
My modest contributions do not hold up compared to the years of excessive hard labour by the BSUR team in Amsterdam and especially by: Rodger Beekman (concept) Joost Perik (concept) Jan Rijkenberg (strategy) 
Richard Harrington (design) Studio theGirls (art & brand activation) Mike Benson (copy)
 
 
 

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THANKS FOR YOUR 
APPRECIATION.
 
 
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