Wrangler’s Active Ready range equips the urban explorer with high-tech performance fabrics. Collaborating with spoken word artist Harry Baker and free-climbers James Kingston and Magda Sieczkarek, the ‘Wild Way Home’ is an integrated campaign that communicates this new product range to the urban inhabitant stuck in mundane, unchanging commute, but dreaming of adventure.
We launched with a live event in London that created a ‘Wild Words Walk’ through the backstreets of London with a series of beautifully crafted graffiti installations. This connected with a media placement takeover in the Oxford Circus metro station awakening the .
The content sparked 4.5m views globally while site traffic increased by 34% and Instagram views increased by 760%.