The 2008 Grand Prix winner in the Press category was a campaign for Energizer Batteries. With the proposition of ‘never let your batteries die’, it was a cheeky view of what could children be up to if they didn’t have their toys. If that was chalk, this year’s Grand Prix winner is cheese, in terms of the idea & execution. The Energizer one was sweet in it’s idea and execution and told a story well. This year’s Grand Prix winner is not your usual print ad and will perhaps be debated if it really deserved the big award.
Agency: Fred & Farid, Paris, where you can see all the Wrangler ads.
By way of ‘explanation’, this is what the agency said about the campaign:
“In today’s society, our animal instincts are smothered by daily modern life, city-living and constant technological developments. Man is an animal, but he no longer knows it. ‘We Are Animals’ is more than a campaign signature. It is a statement of truth and long-term value for the brand that will be taken up for use by all countries. It is a reflection of the new vision of the Wrangler brand, repositioning itself through instinct and emotion. Each campaign will run across Europe, and will develop, substantiate and deepen this statement, reminding us that we are, before all else, animals.”
Never mind the explanation, the campaign does have an eerie, even creepy air about it. It is different from the usual fashion ads in that sense. Diesel too has a track record of ‘different’ ads but this one is unlike anything seen before in this category? The subliminal cues could be: rugged, animalistic and hence tough & long lasting (?). Maybe they weren’t even thinking on these lines. But is being different or ‘disturbing’ even, reason enough for a Grand Prix? Me thinks not.
What did you make of the Wrangler stuff?