McCann Hong Kong's planners for Lee Jeans' 'Move Your Lee' campaign for its fall/winter 2018 collection did one job right. The consumer insights behind the work are quite perceptive in terms of cultural interpretation, trying to fuse the desire of Chinese youths to manifest themselves in different fashion styles and their love of snacking.
Yes, the social tone of voice is on-culture and on-brand. "Be any snack you like!" Shouts the ad copy in various snack-themed campaign visuals showing products of Lee’s X-line sub-brand styled with the colours of bananas, macarons, marshmallows, chocolate, cotton candy, milk tea, rainbow sweets and soda.
Lee Jeans: Vincy Ho, Caleb Cheng, Jolin Zhang, Sunny Su, Hagan Chan, Pipe Guan, Season Wang
PHD Management: Jaslin Goh, Florence Kong
Creative Team: Michael Li, Poppy Qian, Nic Lam, Anthony Yeung
Account Team: Annie Yip, Morris Pun, Jan Ng
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