The creative team at Ogilvy & Mather Shanghai suggests that young adults in China, despite often segmented and restrained by societal values, are optimistic and confident about the future. Lee’s ‘Own the moment’, hosted on Youku, aims to bridge the gap between dreams and capturing real moments in life.
Lee Jeans has put Taiwanese actor and model Ethan Ruan at the center for this Autumn/ Winter campaign documenting a two-day film shoot featuring Ruan letting loose and enjoying himself.
The campaign encourages fans to do the same. Participants can claim a point in the online timeline to jot down their current thoughts and feelings, tag a photo and share the post through popular social portals QQ, Kaixin and RenRen.
Consumers can also vote for the best entry and the top ten winners will receive vouchers from Lee Jeans. Two winners will also stand the chance to appear in the next Lee TV commercial.
The campaign will run until 14 Ocotober.
Other creative online elements are launching progressively on Lee's China website.
Project Lee Own The Moment
Client VF Corporation
Creative agency Ogilvy & Mather Shanghai
Executive creative directors Kevin Lee, Natalie Lam
Creative director Dwayne Koh
Art directors Hu Dingding, Xiao Kun, Robin Wu
Copywriter Roc Zhao
Planning Edward Bell, Cindy Gao
Account servicing Keen Yim, Jaime Chua, Sophia Shi, Mikkle Zhang
Agency producer Aywei Wong
Digital agency Neo@Ogilvy
PR team Ellan Chan, Vivian Tu, Lisa Cao, Yolanda Hu, Cindy Zhu