Lee Jeans brand mascot tours China to mark brand’s 125th anniversary

Buddy Lee, the brand mascot for Lee Jeans, is touring China in a campaign to celebrate the brand’s 125th anniversary.

In a series of short films, created by TBWA\Hong Kong, local celebrity guides take a toy doll version of the cowboy mascot to key cities around the country, showcasing Lee’s 101+ denim series as they go. The first features the mascot’s visit to Shanghai, escorted by Xiaojun.

The second features Mike Sui and Buddy Lee touring Beijing.

The third takes a tour of the streets of Guangzhou.

At the end of each film, fans are urged to share photos of city details on Lee Jeans’ WeChat site for a chance win a pair of 101+ jeans.

Project Name: Lee Fall/Winter Campaign 2014
Creative Agency: TBWA\Hong Kong
Client: Lee Jeans China


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