'A major force,
like a wild horse'
– Mike Benson
Travelling urban interactive monument by night
Client Wrangler Europe
Role Concept Creation, Art Direction, Graphic Design
Agency B.S.U.R Amsterdam
Creative Team Richard Harrington, Penny Lee
Environmental Architects WINK
Digital Emakina
Copy Mike Benson
Brief Manifest Wrangler brand values in monumental proportions for all of Europe to touch, see, hear, taste and feel.
A unique moment when a brand put all its European marketing budget in one pot and says - ‘make something they can feel’. Part of the tight-knit team that abandoned stylised model shoots and took the product and the vibe to the city. Creating a travelling urban interactive monument. Wrangler plugs in and invites everyone to join. A hub of creativity meets global technology: Part urban gallery, part urban playground. Communication concept was instant information, not a static message but a dialogue rooted in the NOW. Urban beat poetry by Mike Benson inspired by the Wrangler brand values was brought to life.
Included a photography and denim art exhibit from Dazed Digital. Starting at Bread & Butter Barcelona, it went on to travel to Milan and Stockholm.
