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Lee creates ‘4D refreshing moments’ to push stay-cool summer collection in China

Lee Jeans has launched a campaign to promote a fabric that helps better regulate body temperature “for lasting freshness” as the summer approaches in China.

Refreshment Lee Jeans

A digitally led campaign created by TBWA centres on enabling Chinese to create their own “4D” moments of refreshment.

By scanning a QR code with their mobile phones, fans will be directed to a WeChat site where they can select visuals to create a 3-D video. The video can be viewed through a holograph box – which can be picked up in Lee stores and magazines – allowing fans to watch their clip in 3-D and receive a scent too.

TBWA Hong KongVincy Ho, Lee’s director of marketing, said: “By stimulating the audience’s senses through a 4-D video experience, it really helps to bring the product benefit of freshness to life.”

“WeChat users are increasingly savvy and more hungry than ever for inventive forms of interaction. This time, by using multiple sensory elements, we were able to create a unique engagement as well as strengthen the O2O linkage,” added Joanne Lao, CEO, TBWA Greater China.

The campaign is scheduled to run in major tier one and two cities on the mainland, with “4-D refreshing stations” set up in metro stations, cinemas and shopping malls.

Credits:

  • Project Name: Lee SS15 campaign
  • Creative Agency: TBWA\Hong Kong
  • Client: Lee China
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