Wrangler sponsors Walk the Line

The one month ad campaign is showing on MTV and in cinemas across Europe including Scandinavia, Germany, France and the UK.

Wrangler also organised three Walk the Line events in Barcelona, Berlin and London where bands gave their own interpretations of Johnny Cash songs.

A 30 second competition spot was shown on MTV offering viewers the chance to win tickets for these events including a fashion show, which was held last night at the Café de Paris in London.

To support the launch Wrangler also organised promotions for the events, print and radio advertising and in-store activity.

The film, which stars Joaquin Phoenix and Reese Witherspoon hit cinemas across Europe on 25 January.

This article was first published on Media Week