McCann Hong Kong combines ‘snacks with denim’ in campaign for Lee Jeans

McCann Hong Kong has set about turning Lee Jeans into an “imaginative, playful and energetic” brand in a campaign targeted at Chinese millennials – that includes a cross-promotion with Lays crisps.

The creative, under the slogan ‘Move Your Lee’, features a 60-second ad along with collateral to launch the Lee X-line of clothing, including the “first ever cross-over wearable potato chips and denim jacket”.

In addition, it features an idea called ‘Fission of Self’, where millennials “love to see multiple manifestations of themselves in different roles and styles”.

Explaining further, a press release said: “The campaign captured their love of variety and diversity around their core passion – snacking. McCann believes that this snack transformation formula could help Lee X-Line grasp the ever-changing millennials’ attention and to stand out in the cluttered market.”

A yellow shirt in the range is described as “a banana that glows with the sharpest colour and becomes the spotlight of their own stage”.

McCann Hong Kong chief strategy officer and managing partner Jaslin Goh said: “X-line gives creative license to reflect the rising needs of the Gen Z, a new generation living multiple lives in one day.”

Lee Jeans Asia marketing director Caleb Cheng, added: “Regionally, we want people to see Lee has an imaginative, playful and energetic brand. McCann is a great partner that help us pushes the creative envelope.”


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