Wranger - Humans - print, France

 
 

Wranger - Humans - print, France

This new print campaign from FFL Paris for Wrangler depicts humans as animals, or how a nature photographer might see us if we were drinking from lakes late at night. (Many more images inside folks) These images were shot at night, right in the heart of a forest in "the wilds" of the New Jersey state (USA). The entire shoot team, together with the thirteen models, were deliberately subjected to a rough ordeal, in difficult conditions, to ensure that the models got out of their ‘acting’ roles, no longer posing but pushed to reveal their truer animal instincts. There's also a one minute mood commercial in the campaign.

The "we are animals" campaign will run all around Europe, where each country will use 4 to 6 key visuals, and the images will be placed on giant billboards in city centres.

The commercial;
Wrangler - "we are animals" / Humans - (2008) :60 (France)

Executive Creative Director : Fred & Farid
Art Director : Julie Louison, Perinne Durand
CopywriterJulie Louison, Perinne Durand
Agency Supervisor : Fred & Farid, Daniel Dormeyer, Brani Branitcheva, Vassilios Basos, Paola Bersi
Advertiser Supervisor : Giorgio Presca, Mark Cuthbert, Gary Burnand, Carmen Claes
Art Buyer : Camille Guerrier, Charlotte Delobelle
Media Strategy and Buying :FFL Media, Pascal Crifo

Commercials: 
Country: 
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Comments

The photography is quite nice. The commercial pretentious.

Yeah, but that's fashion photography in general (great photography + pretentiousness). Isn't it? :)

Best guess is that the 'wilds' are the Pine Barrens of New Jersey - home of the Jersey Devil, and former home of a bog iron industry that supplied iron for the Revolutionary War (American side).
"Despite its proximity to the metropolitan areas of Philadelphia and Atlantic City, and the fact that the Garden State Parkway and Atlantic City Expressway run directly through it, the Pine Barrens remains largely rural and undeveloped. The Pine Barrens also helps recharge the 17 trillion gallon Kirkwood-Cohansey aquifer containing some of the purest water in the United States."

This campaign has been deservingly slaughtered on at least one other advert blog. And that's despite the fact that Fred & Farid gave this work their "go ahead". I'm inclined to think that they were on holiday when this was approved.

"Slaughtered" - funny choice of words, since I was just reading this post, where the author reckons that the models are foxy murdered corpses (and quite upset abot the campaign).

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