To find one's edge is essential. "Edge" is what keeps you different from the other and makes you stand out -- that little extra something that puts you one step ahead of the pack. It's in you all along but most of you haven't found it yet. In order for you to do so, you need to explore the world around you, learn new things, experience life out of your comfort zone, jump into the uncertain and push yourself to do the impossible. Achieve all these things in the realm that knows no boundaries and you'll come out bolder and edgier than you've ever been, ready to take on life's greatest detours and challenges.
Although this idea of "edge" may not be the direct and exact point of Wrangler's Fall/Winter 2012 Collection campaign, I think it's good to exercise thinking and interpreting a brand's ad campaign beyond what its press kit says. For Wrangler, the Boundless Traveller is a free-spirited, adventure-seeking nomad, always on the move to his next destination day and night. Its latest campaign for the season "Find Your Edge - Boundless Traveller," revolves around the tale of two people who are driven by their passion for discovery and armed with "functional yet edgy outfits for every journey."
Others can probably relate to the campaign for they are experienced jet-setters who have toured many different places while in their most stylish yet comfortable clothing staples. I, on the other hand am a boundless traveller myself for I have lived my life without rules. I've taken some short cuts, I've taken a detour. I once turned left from the 'right' path, deviated from everyone else's route. I've run away and on certain moments I've taken my time. I've constructed my own road and walked on it freely. Looking back, I know I'm miles away from where I began. Each one of us has our own journey - literally and figuratively.
Wrangler's empowering slogan for its campaign is not only open to one's relative understanding. It is also accompanied by a collection of bright-colored tops, tailored cover-ups and light-weight denim bottoms. A few weeks ago, the brand showcased it's new array of apparels at Robinsons Place Manila. Let the Wrangler #RoadShow begin!
