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Ryan McGinley + Wrangler: Win @ Cannes  June 28, 2009

If you've ever worked at a place where the terms; viral, guerilla, CPM get thrown around more than twice a day you'd know that the Cannes Lions International Advertising Festival is the shit and winning it is every marketer's dream. Ryan McGinley & his pals @ Wrangler have just lived the dream winning the Lion d'Or prize at this year's festival with their provocatively shot "We Are Animals" campaign.

The snaps depict numerous nubile young teens dogging around, in pure McGinley style, half nude in the forest. Which is pretty standard for Ryan yet obviously not for the judges...

David Lubars, the president of the Cannes Lions press jury, said the campaign had won because the idea could work globally to change the US-centric view of the Wrangler brand.

"It is a very emotional campaign, you can see how it can go into all kinds of areas," added Lubars. "The theme is we are animals, a very primal, sexual approach. Before the brand was about middle-aged cowboy jeans from America. Now it takes a whole different look overnight."

US judge Gerry Graf, the chief creative officer at Saatchi & Saatchi, said the campaign "screams raw sex". "That's what you want when you put on some jeans. That's what I want," Graf added. Via The Guardian.

Does this mean every one of his images are now prize worthy?

Humans from wrangler on Vimeo.

Source.