We Are Animals

Fred & Farid

In 2008, clothes company Wrangler put out a pitch to advertising agencies asking for help to reinvigorate the brand within the European youth market. It faced a specific image problem. ‘The problem was that Wrangler is an American brand, 125 years old, associated with middle America,’ explains Fred Raillard of Parisian agency Fred & Farid. ‘So the perception of Wrangler was very much linked to the cowboy.… But the cowboy in Europe was negative, because the cowboy means old, white America. It’s Marlboro, it’s John Wayne, it’s the people behind the Indian genocide. It’s George Bush, who was hated in Europe.’

Despite this, Fred & Farid, which won the pitch, felt it was important not to stray too far away ...

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