HONG KONG – Iconic American denim brand, Lee Jeans, has launched its Fall/Winter 2014 campaign across Greater China, showcasing the unique details of the new 101+ series in an ongoing celebration of the brand’s 125th anniversary year.
Developed by TBWA\Hong Kong, the campaign kicked off with a series of short films of the brand’s iconic cowboy mascot, Buddy Lee, on his first visit to China.
In each film Buddy visits a different city, stopping in Shanghai, Beijing and Guangzhou and touring with local celebrity guides who take him to their favourite spots and activities.
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.
A call-to-action at the end of each film urges fans to share photos of city details on Lee Jeans’ customized WeChat site, for a chance win a pair of 101+ jeans.
The three short films, which were just released, can be viewed here:
Buddy Lee visiting trendy Shanghai with Xiaojun
Mike Sui and Buddy Lee touring the Hutongs of Beijing
Beautiful Merlin and Buddy Lee walking around the streets of Guangzhou
Credits
Project Name: Lee Fall/Winter Campaign 2014
Creative Agency: TBWA\Hong Kong
Client: Lee Jeans China
