Lee brings Brooklyn vibe to China in new campaign by Ogilvy Shanghai

Shanghai: 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 (http://event.youku.com/lee).

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

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