Strategy / Video / OOH / Radio / Product Demo

One Cool Cowboy

When Wrangler Western wanted to launch a new jean for cowboys from Texas to Oklahoma to Colorado, where did they go? Brooklyn, of course. And BAM created the idea: one cool cowboy. Because the new Cool Vantage jean with wicking technology helped cowboys work and feel comfortable in 90-degree heat. So not only did they keep his legs cool, but they also helped him keep his cool, and be the cowboy in charge.