Originating from Wrangler India, the True Wanderer concept had become a widely popular event for the brand. Tasked with taking the concept to the rest of Asia, Wrangler now needed a regional campaign that would speak in one voice the across several diverse markets.
From calling for submissions to selecting ten motorcyclists in each market to embark on this all-expenses-paid ride out, there needed to be content to keep the campaign alive every step of the way. As well as crafting copy to be featured on the True Wanderer microsite, Wrangler required a content toolkit and operational guidelines to allow each market to operate independently with ease. Working at Constant at the time, we knew we needed to garner buzz in the media, so several press releases were also crafted and shared to gain maximum exposure.
Images by Wrangler