Wrangler

Concept Laundromat

Issue

American jeans brand Wrangler has a strong and long lasting love for independent music. Back in 2007 they wanted to connect their brand to Holland’s biggest outdoor pop festival Lowlands.

Brief

Create a brand activation for Wrangler’s presence at Lowlands festival, communicating the brand in a memorable way within the ‘Thisiswanted’ campaign.

Execution

Nothing is worse than a brand that shouts loud at a festival, but lacks the opportunity to add a little to it. So we came up with the idea of a mobile Laundromat at the festival location, offering free laundry services to all Lowlands visitors. We even offered them a fashionable gesture, by distributing free Wrangler pilot overalls in return for their dirty laundry. Thanks to a clever guerrilla outside a Queens of the Stone Age concert a few days before Lowlands and a Bluetooth application, we handled more than 2,500 washes during the three-day festival. Small parties even started while waiting in the crazy long queues. The project gained massive attention with various national and international lifestyle newspapers, magazines and TV broadcasters.

Detail information

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