Matthew Miller
Sep 4, 2014

Is China ready for Buddy Lee?

Promoting its 125th anniversary and its fall/winter collection, Lee Jeans is introducing its doll mascot, Buddy Lee, to China with a series of online films by TBWA Hong Kong.

wide player in 16:9 format. Used on article page for Campaign.

Client: Lee Jeans

Agency: TBWA Hong Kong

Market: Greater China

Campaign scope: Online films and WeChat activity

Facts: The brand released three films that showcase its 101+ series while its "iconic cowboy mascot", Buddy Lee, visits a Chinese city with a local celebrity tour guide: Shanghai with Xiaojun (above and on youku), the Hutongs of Beijing with Mike Sui and Guangzhou with Merlin. The spots end with a call to action for fans to post their own photos of the cities on a WeChat site for a chance to win a pair of jeans.

Press release quote: "Shot from Buddy’s one-foot perspective, the films give the audience a sneak peek into Lee’s 101+ denim series, which has small and thoughtful design details into the patches, rivets and stitches."

Comments: Although Buddy Lee goes way back, we're not sure how familiar, let alone "iconic", he is to consumers in China, so having local celebs give him a tour and an intro seems like a savvy decision. Video views on Youku are quite low so far, but the campaign has only just launched.

Topics

Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.