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Fred & Farid France, the creative agency spelt out the thought behind this repositioning campaign ‘we are animals’….


“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.

Wrangler’s new strategic and creative platform seeks to re-awaken our bottled-up instincts and to encourage who and what we fundamentally are, by putting all that is pure, natural and instinctive back into Man…”

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