American clothing brand ‘Lee‘ is seeking to build its brand and liberate the youth in Mainland China with its new campaign, ‘Live Forever Lee’. The campaign is promoting its new Spring / Summer collection, which has been inspired by the style of New York’s Brooklyn borough.
The popular jeans brand has launched a mini-site on Youku where Chinese consumers can unleash their creativity by making their own version of Lee’s promotional music video (below). They are invited to tailor the messaging that appears throughout the video:
On YoukuJacqueline 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 campaign is fronted by Taiwanese film star, ‘Ethan Ruan‘ (阮经天) who also features across the print and outdoor elements.
Agency credit: Ogilvy & Mather (Shanghai Branch)