Regional Wrangler campaign designed by SALT Hong Kong urges people to chase the sun

Live across 9 countries in the APAC region, the “Wrangler Sun Chaser Challenge” is a month long competition that aims to rally true adventurers and lure them out on the open road – the longtime home of Wrangler denim.

Using Sun Chaser as a metaphor for exploration, the campaign by Hong Kong based agency SALT is built around a series of challenges that all link closely to Wrangler’s core product propositions e.g. the 7 Icons heritage which represents quality and functionality in every detail; Denim Performance with COOLMAX and N9 Pure Silver; the Denim Spa series that moisturizes while providing a sexy fit for the ladies. All products have been engineered to push people further out on the open road – and this is exactly what this campaign aims to do.

Each challenge encourages fans of Wrangler to undertake new adventures with the sun as a backdrop, then share their discoveries on the dedicated Instagram hashtag #WranglerSunchaser. Fans are rewarded with weekly prizes from the SS14 collection, while one lucky winner will take home the regional finale prize, a 5-day trip to a destination of choice.

“It’s important for us to keep building the Wrangler Open Road brand position. The Sun Chaser Challenge is an activation to engage consumers across geographies around the same core messaging of freedom and adventure”, said Puneet Khosla, Brand Director APAC.

Tim Ho, Creative Director SALT said, “When working across so many different geographies and languages, it is important to find a topic that is universally relevant. Also, the execution should be simple to adapt locally while allowing us to maintain brand consistency. Managing this process requires a lot of focus.”

The campaign is now live on the microsite, and across all countries’ facebook and Instagram pages. Since Monday’s launch, more than 700 photos have already been submitted on the campaign hashtag.