Agency: Ogilvy & Mather
http://event.youku.com/lee/
Shanghai – Lee Jeans has partnered with Ogilvy & Mather Shanghai to bring the creativity, passion and spirit of Brooklyn 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 creativity in the world around them.
Danny Higgins, executive CD of global clients at O&M Group/ Shanghai, explained the creative behind the campaign, “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.”
To bring the ‘Live creatively’ theme to life, Ogilvy Shanghai has produced an online music video to drive consumer interaction online and push the boundaries of individuality and creativity. The campaign kicked off in late April and will run until 1 August.
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.
“It’s very exciting to see the one-of-a-kind music videos and inspiring messages that Chinese consumers are creating on our website,” Jacqueline Wong, senior marketing manager for Lee APAC, said, “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.”
The Lee China campaign will also including print (for which Taiwanese film star and model Ethan Ruan fronts the campaign) and outdoor executions, the dedicated website and offline PR events
Client: Lee Jeans
Campaign: Lee Fall Winter 2010 Campaign
Agency: Ogilvy & Mather Advertising, Shanghai
Art Director: Dwayne Koh
Account Director: Jaime Chua
Photography: Tom Corbett
Styling: Nicola Formacetti at CLM
Styling: Yasuhiro Takehisa
Photography Assistant: Edward Caruso
What's notable for me is the advertising of a lifestyle, it's not really 'graphic design' in the purest sense, for example print and more advertising a message and concept. The actors and models used are familiar to the audience, the aesthetic style isn't really too American and merges the two cultures well, you wouldn't really know it's an American brand until you see the name. I think I want to go this way but also want to find a healthy balance with being British too
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It's clear I need a clear message and tagline. The store is in Tokyo, what kind of vibe and culture is going on in Tokyo? What do I need to promote?
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