Redefining a western heritage
brand for a new generation.
We set out to revitalize Wrangler by creating a modern creative platform that could carry the brand forward.
The task was to honor its roots while reimagining the rodeo tradition through a new lens, telling the story of a cowboy growing up and using that journey to reflect resilience, grit, and modern identity.
the Brief:
our insight:
The cowboy has never been just about the past. The mythos is timeless, a metaphor for struggle, failure, rising again, and living with purpose.
We saw the opportunity to reframe the cowboy as more than a relic and connect it to themes of identity, discipline, and fighting for something meaningful. From this insight, the campaign “Long Live Cowboys” was born.
our role:
We led positioning, strategy, creative, execution, and post for the brand film, which was adapted into in-store video and social assets.
The campaign ran across North America with heavy presence during NFL games and retail channels, driving 4.2M views in two weeks. It delivered a 25% lift in brand sentiment, an 18% increase in search interest, and a 22% bump in premium denim sales.
“Long Live Cowboys” became Wrangler’s new brand platform.
the praise:
“This wasn’t just a campaign, it became a movement. The response was immediate and emotional. Within days, it was clear we had something iconic on our hands. It redefined what ‘Long Live Cowboys’ means for a new generation, and set a bold direction for the brand.”
—Holly Wheeler, VP Global Brand Marketing, Wrangler
