D&AD: Lee Brings Brooklyn Vibe to China in New Campaign by Ogilvy Shanghai

Interesting to see how a fairly similar brand such as Lee, who specialise in denim have introduced themselves to Shanghai, China. What's most notable, is the consistent visual style and message/tagline. I feel I need a consistent message and/or tagline, once I know this or have a general idea of the message I want to communicate it should be much easier and efficient to apply this to different media and be creative and focused.

The brief and aim of the campaign is also clear and direct, I need to nail this for my project too. I still don't yet know exactly what I want to say, increasing awareness is a bit vague.

" Brief: Inspired by Brooklyn. This campaign is related to creative, street culture, targets those people that do not follow the mainstream, and those that have the courage to be who they are."

Source: http://www.ogilvy.com/News/Press-Releases/May-2011-Lee-Brings-Brooklyn-Vibe-to-China.aspx

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SHANGHAI, 5 May 2011 – Iconic American jeans brand Lee has partnered with Ogilvy & Mather Shanghai to bring the creativity, passion and spirit of New York’s Brooklyn borough, one of the world's most dynamic communities, to Chinese consumers. In the new ‘Live Forever Lee’ campaign for the brand’s Brooklyn-inspired 2011 Spring/Summer collection Lee challenges people to question their views on the creativity in the world around them.

To bring the “Live Creatively” theme to life, Ogilvy Shanghai adopted a new approach – produce an inspiring music video for the online campaign, drive consumer interaction online and push the boundaries of individuality and creativity. Lee invited consumers to join its celebration of ideas, moments in time, creativity and street culture by personalizing the music video with their own messages before sending it to friends through social media sites. Lee fans can also find campaign visuals, a behind-the-scenes look at the making of the music video and product information on the dedicated campaign website.

Jacqueline Wong, Senior Marketing Manager for Lee APAC, said, “It’s very exciting to see the one-of-a-kind music videos and inspiring messages that Chinese consumers are creating on our website. The personal statements and life principles that people are sharing are really giving us an intimate glimpse into the hearts and minds of our consumers and it’s allowing us to build a powerful, personal connection with them.”

Danny Higgins, Executive Creative Director, Global Clients, O&M Group/Shanghai, said, “To stand out from the competition, our strategy focused on showing a  genuine perspective of people’s lives through a personalized online music video made with their zeal and passion. This is a new way of communicating with Chinese consumers aimed at attracting, engaging and sharing liberated thinking with the online community.”

The Lee campaign is inspiring today’s heroic workers, mold breaking stars and creators with interactive marketing platforms including print and outdoor campaigns, the dedicated website and offline PR events. 

The ‘Live Forever Lee’ campaign will run in China until summer 2011. 

Credits:
Project title: LEE 2011 Spring/Summer campaign
Client: VF Hong Kong Ltd
Brief: Inspired by Brooklyn. This campaign is related to creative, street culture, targets those people that do not follow the mainstream, and those that have the courage to be who they are.
Creative agency: Ogilvy & Mather Advertising/Shanghai & OgilvyOne Shanghai

For photos or more information, please contact:
Sarah Guldin
Corporate Communications
Ogilvy & Mather Group/China
sarah.guldin@ogilvy.com
Tel: (8610) 8520 6552

About Ogilvy & Mather Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visitwww.ogilvy.com.

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