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'Born Ready' by We Are Pi demonstrates Wranglers can handle more than recreation

After teasing Wrangler's autumn/winter range of jeans with a promising print campaign, the denim brand has released the full campaign.

We Are Pi created the campaign, which includes cinema and online films, as well as print executions. The launch film opens on a group of hipsters having a campfire in the woods, with a somewhat sarcastic voiceover explaining that they’ve even brought cocktails, before warning that when you leave the city for country, you’d better be prepared against nature. The campaign, which was shot by Rogier Schalken through MediaMonks Films, introduces Wrangler’s Ready Range, which includes jeans that protect you against the rain or keep you warm.