Wrangler has launched its new ‘Stunt’ campaign, the probably most exciting campaign, full of action and adrenaline, of the award-winning series “We Are Animals’. In the new campaign, which will be shown in print and outdoors from now on all over Europe, a real stunt team is performing daredevil actions. US photographer Cass Bird and her team have captured impressive pictures of two men and two women jumping out of a window, diving through an explosion, falling through glass, or standing in flames.

Wrangler and the stunt men share a history. The classic westerns originally were action movies and the first stunt men, respectively, were rodeo riders – Wrangler’s first customers. Thus, the new ‘Stunt’ campaign unifies Wrangler, the original American denim brand, with the stunt team, a generation of heroes, who incorporate Wrangler’s message: We Are Animals.   

With the strategic and creative ‘We Are Animals’ platform Wrangler evokes the hidden instincts and calls attention to be yourself. Launched in 2008, the campaign was created to strengthen the position of the brand in Europe as an original, US outdoor denim brand full of adrenaline. 

For s/s 2011, Wrangler also pushes its premium line Blue Bell and has relaunched its websites for both the brands Wrangler and Blue Bell which now offer the newest web features. For Blue Bell this season's collection theme is 'Made In USA' with campaign model Tony Ward, implemented with creative ideas such as the innovative split-screen technology. The new Wrangler website supports the 'Worn Across America' collection, and here the user can control his point-of-view by exploring visual and audio perspectives and the chance to digitally edit the screen.