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 personalised 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 invited consumers to join its celebration of ideas, moments in time, creativity and street culture by personalising the music video with their own messages before sending it to friends through social media sites. People can create their own bespoke digital music video at this Youku site.
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.
Credits:
Project LEE 2011 Spring/Summer campaign
Client VF Hong Kong Ltd
Creative agency Ogilvy & Mather Advertising/Shanghai & OgilvyOne Shanghai
Exposure Online
