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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D&AD: Store of the week: Ted Baker, Omotesando, Tokyo

Interesting article and insight into the Tokyo Ted Baker store at http://www.retail-week.com/stores/store-of-the-week-ted-baker-omotesando-tokyo/5035331.article

It's the first I've been able to find on the Tokyo Ted Baker store and it's already pretty polished and an interesting shopping experience, I think analysing it, I feel it could be taken a different way and branded overall throughout Japan in a different way, with a more social and technological means of expanding the brand.

Ted Baker opened a flagship in Tokyo’s Omotesando last month aimed at reinforcing the brand’s London roots and providing shoppers with an immersive experience based on the British capital.

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And central to achieving this in the two-floor store are a pair of digital installations created by UK design consultancy Imagination.

The first is in the well of the circular staircase that takes shoppers from the ground floor to the basement (far right). Here, 1950s analogue telephone exchange switchboards have been attached to the wall. These have glowing, LED-lit connection cables in red, white and purple, creating an illuminated spaghetti-like vista.

This would be impressive, but the interactive part is that if a shopper takes one of the cable ends and puts it into one of the empty sockets, sounds are generated, ranging from ambient street noise and sound bites, to music. The installation is intended to tempt shoppers down to the basement.

The store’s other digital showcase is a booth, fashioned to remind the onlooker of the back of a 1950s black cab. Sit in this and you cross an infrared beam that triggers a Cockney cabbie greeting while a video featuring footage of London scenes plays in the cab’s rear windscreen. Shoppers are encouraged to use their mobile devices to create films of themselves in the cab, tweeting their videos via #tedtaxi and @ted_bakerjapan.

When shoppers do get round to the business of looking at the offer, the two floors use interlinked hexagons as the overriding motif for the walls and for a series of mid-shop screens that are used to demarcate merchandise departments. This is a curious mix of 1950s kitsch and very modern technology and it makes another Ted Baker interior worth a look. 

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Japanorama

Came across a really interesting documentary series on the various facets of Japanese culture presented by Jonathan Ross who himself is clearly very into the subject matter himself. Definitely going to try and work my way through this series, I feel it's definitely relevant for my 503 D&AD brief and for the Context of Practice essay I'm proposing on the topic of culture effecting modernist design in Japan.


Source:Wikipedia

"apanorama was a series of documentaries presented by Jonathan Ross, exploring various facets of popular culture and trends of modern-day Japan.

Each episode had a theme, around which he presented cultural phenomena, films, music, and art that exemplify facets of Japan. The series was colourful in both its creative use of subject matter, and its use of bright colours that helped accent the action on screen rather than distract from it. Subjects were separated by eye catches that often featured the artwork of Junko Mizuno. Ross hosted each episode in suits so bright and stylised they could have been stolen from an anime character. 

Fans have credited the series for the care that both Ross and the BBC have placed in its production. Time was given to delve into each subject, and he was able to interview various figureheads of culture and industry, including Mamoru Oshii, Hayao Miyazaki,Takeshi Kitano, Takashi Miike with Takashi Murakami and Sonny Chiba.
The theme song of the show was Kiyoshi no zundoko bushi by Kiyoshi Hikawa."

Some clips:

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D&AD: Visuals of Japan

Here are visuals I have always associated with Japan along with visuals I've gained from my survey on Japan. These are the kinds of images that appear in my head when I think of Japan, especially the visual style that Japan conjures up in my head, away from some of the experimental graphic design out of Japan I'm a huge fan of. I think I'm drawn to the imagery as it almost looks 'cluttered' and so different to a western style, I also can't read Japanese so I take the images at face value, almost like a painting.

The difference in manners and influence of gaming and technology in mainstream culture is really interesting and so different from here. Check out some of the subway manners signage below. Along with videogame characters advertising chocolates. In Japan a gaming arcade, playing games socially is commonplace and a frequent 'hangout'

With a kind of tongue in cheek visual style really referencing a pulp Japanese style and Ted Baker being a new brand in Japan, I feel playing up on the idea of a Brit lost in Japan not taking itself too seriously could be an interesting path to take.

“Kawaii” means “cuteness” and it’s everywhere in Japan.

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