Make your Lee move
Using real people and real moves, the new Move Your Lee® FW16 campaign has a fresh approach, dynamic concept, and – for the first time – a whole new way to connect with our consumer. In a 90 seconds film, nine mini movies, and a wealth of slick imagery, real dancers and models wearing the Lee® FW16 collection show us their moves. It’s unchoreographed, unstyled, and unexpected. Everyone expresses themselves in their own way.
Diverse, young, and energetic, each short film is the ultimate selfie, a slow-motion capture of human creativity let loose. These mini movies will hit digital platforms, cinema spots, and digital billboards, along with a magazine and poster campaign on subways, trams and buses in handpicked locations across Europe. Getting people moving and sharing is exactly what Move Your Lee® is all about. This FW16 is about being true to yourself, celebrating your creativity, and moving in your own way.
Activating the campaign on the digital
We created a contest where people post their own 10 seconds move with the #MoveYourLee and have a chance to win a Lee® outfit.