This ‘out of home’ and social campaign for iconic brand Wrangler was made by We Are Pi and “aims to motivate people on how to lead a better life by giving customers a lifestyle choice, the Wrangler way, to extract the most out of your day to day.

What’s tricky about this approach is that it imposes authenticity while only hipster-brands impose authenticity. Truly authentic brands simply make great products and don’t advertise it – unless very subtly – so that only the “authentic” people pick it up.

Nevertheless it looks quite sexy – except for that man jerking off in a swimming pool – and to the less critical consumers it definitely communicates fun and authenticity.