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Wrangler’s Active Ready range equips the urban explorer with high-tech performance fabrics. I led the creative and design team at WE ARE Pi to communicate this new product range to the urban inhabitant stuck in mundane, unchanging commute, but dreaming of adventure.

A collaboration with spoken word performer and world champion slam poet Harry Baker formed the core of an integrated campaign. We launched with a live experiential event in London that created a wild words walk through the backstreets of the city with a series of beautifully crafted graffiti installations. This connected with an OOH Oxford Circus media placement that took over the busy underground station urging passersby to awaken from the commuter daze and re-awaken their spirit for everyday adventure. On social media, a number of beautifully shot films took the viewer on a POV GoPro adventure over the rooftops of the modern city with free climbers James Kingston and Magda Sieczkarek. All communications brought consumers to a geo-targeted micro-site filled with influencer content, inspiring stories of wild ways in their own cities.

The content sparked 4.5m views globally while site traffic increased by 34% and instagram views increased by 760%.

Brand Content. Main Film.

Wrangler. Wild Way Home. from ByAnneFleming on Vimeo.

10 Second Shorts.

Wrangler. Wild Way Home. High Runway Magda. from ByAnneFleming on Vimeo.

Brand act.

Wrangler. Wild Words Walk. from ByAnneFleming on Vimeo.

Oxford Circus takeover.