Wrangler has won the prestigious Press Grand Prix at this year’s Cannes Lions advertising festival.

The internationally renowned prize was awarded to Wrangler’s “We Are Animals” campaign, created by the Paris agency of Fred & Farid.

The 11-print campaign is focused on the idea of primal urges, the animal buried within us all. The iconic photographs portray young people as animals in the wild.

The printed ad campaign includes an image showing a young woman swimming in a lake, with water up to her nose like a crocodile. Another take shows a girl poised like a deer in the middle of a road, wearing only white jeans, caught in headlights. The aim of the campaign “We Are Animals” is to revive each one’s bottled-up instincts and to encourage the most primary behavior. Animalistic conditions were recreated for the shoot to unleash these basic instincts. The winning campaign was first shot at night, in the heart of a forest in the wilds of New Jersey state in the US.

The European ad campaign, the first under a new communication platform, stakes Wrangler’s place as the original outdoor denim brand. This advertising concept aims at emphasizing core messages: natural, wild, toughwearing and adventurous.

"What pushed Wrangler in front was it set the code and DNA of what the company can be," David Lubars, Chairman and Chief Creative Officer of BBDO North America and President of the Press jury told AdAge.com.

Fred & Farid, co-founders of Fred & Faris Group, said: "We believe that ‘We Are Animals’ has the potential to be a longlasting, fully integrated, flexible and sustainable communication platform for the next 20 years. We look forward to releasing a new campaign in September.”

Giorgio Presca, President of VF Jeanswear International, said: “We are delighted to win this incredibly prestigious advertising award. The ‘We Are Animals’ campaign shows the Wrangler brand at its most dynamic – out in the wild, living life to the extreme. We have raised the bar. This is a real spur to give Wrangler the wonderful advertising it deserves.”

—Maria Cristina Pavarini