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BRAND CAMPAIGN – 360
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VF Corp China SAR
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What I did
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360 Campaign Team
Campaign idea
Consumer Activation Team Lead
Consumer Activation Idea
Store Implementation Solution
Point of Purchase Design
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Mission
Lee is an American brand of denim jeans, first produced in 1889 by Henry David Lee and four business partners in Salina, Kansas. In 1913, Lee made worldwide history and created the first iconic Union-Alls. In 1925, the first Cowboy Waist Overalls. In 1927, the first zipper. In 1954, Lee jeans became a pop culture fashion icon and more.
However, few in China know that Lee Jean has made history for 120 years.
Solution
To make history on its 120th anniversary, we proposed making 120 pairs of Lee Jeans with gold-plated buttons to continue its legacy. We rolled out an interactive 360-degree campaign to entice people to make history with the brand.
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Awards
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Interactive Campaign, D&AD in book 2010
Interactive Campaign, Bronze Ad Fest 2010
Digital, Bronze Ad Fest 2010
Digital Campaign, Bronzes Spike 2010
Website & Microsite, Merit, One Show 2010
Integrated Branding, Merit, One Show 2010
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Results
In five days, the capture captivated 813,000 online and offline eyeballs, and 468,000 people made history with Lee Jeans.
Another arresting idea.
