To celebrate Wrangler's 70th birthday and introduce the brand to a younger audience I helped create an experience that’s part lookbook, part archive, and all things Wrangler.
Made at RetroFuzz in 2017 with Giulian Drimba (development).
Wrangler Europe wanted to use their 70th birthday as an opportunity to introduce themselves to a more youthful audience. They'd created a product line inspired by some of their most popular clothes from the '70s, reflecting on an era in which they were the biggest denim brand in the world.
But a planned campaign was pulled, and the launch date couldn't move (you're only 70 once). How could we quickly reach this audience?
By letting them peek into Wrangler's eclectic, iconic past.
Through research and interviews we knew this audience was smitten by unique, quirky content and experiences. And who better to provide that than Wrangler and its decades of charming—and sometimes bizarre—advertising?
From a simple line I wrote—World of Wrangler—the idea grew into a showcase of the brand's vivid history and grand ambition. From managing client stakeholders and organising usability testing, to guiding development progress, I directed the project from vision to reality.
The experience is full of retro—and retro-inspired—Wrangler content. Something simple, fun, and a little bit silly. An experience that a new audience can dip in and out of when the moment took them.
Reaching across Europe, from its heart in Belgium and all the way to Russia, the campaign was a big success for Wrangler. Its new audience lapped up the content, and the microsite helped drive visitors to the eCom store. All in all there was plenty to celebrate!