The TV commercial is filmed in black and white. This campaign continues to reinforce Lee Jean’s concept of ‘make history’ and advocates for self-expression and passion.
This is the first ever Lee Jeans campaign developed from mainland China. The creative concept centres on taking humans off the ground. Besides the stylish short-film by Ogilvy, the print designs display photos of young people walking on the edges of buildings and thin ledges.
The campaign is aired in China across television, print and outdoor. Targeting the youth segment, the project will end in May.
Lee Jean's online work for China also includes a teaser phase for an up-coming virtual fashion shoot that will kick-start at the end of next week. People can act as photographers, pick their favourite models and manage the shoot. Through the webcam and video-sharing portal Youku, visitors to the site can also pick their favourite virtual shoots and be featured on the site.
The ‘Make History’ is a worldwide campaign that debuted across Asia-Pacific in 2008. The brand celebrated its 120th anniversary last year.
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Credits:
Project Make History - The Walkers
Client Lee Jeans
Creative agency Ogilvy & Mather, Shanghai
Executive creative director Kevin Lee
Creative director Fiona Chen
Copywriter Roc Zhou
Art director XueYong Xu
Executive producers Patrick Milling Smith, Brian Carmody, Fergus Brown
Agency producer AyWei Wong
Media agency Neo@Ogilvy
Production companies Smuggler, MeetThePeople
Exposure Television, print, outdoor, online
This is the first ever Lee Jeans campaign developed from mainland China. The creative concept centres on taking humans off the ground. Besides the stylish short-film by Ogilvy, the print designs display photos of young people walking on the edges of buildings and thin ledges.
The campaign is aired in China across television, print and outdoor. Targeting the youth segment, the project will end in May.
Lee Jean's online work for China also includes a teaser phase for an up-coming virtual fashion shoot that will kick-start at the end of next week. People can act as photographers, pick their favourite models and manage the shoot. Through the webcam and video-sharing portal Youku, visitors to the site can also pick their favourite virtual shoots and be featured on the site.
The ‘Make History’ is a worldwide campaign that debuted across Asia-Pacific in 2008. The brand celebrated its 120th anniversary last year.
Credits:
Project Make History - The Walkers
Client Lee Jeans
Creative agency Ogilvy & Mather, Shanghai
Executive creative director Kevin Lee
Creative director Fiona Chen
Copywriter Roc Zhou
Art director XueYong Xu
Executive producers Patrick Milling Smith, Brian Carmody, Fergus Brown
Agency producer AyWei Wong
Media agency Neo@Ogilvy
Production companies Smuggler, MeetThePeople
Exposure Television, print, outdoor, online
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