Lee Jeans today announced the launch of its new brand direction, unveiling its innovative fall collection and movement-inspired brand campaign, "Move Your Lee." Drawing on more than 125 years of purposeful craftsmanship and innovation, the national rebranding campaign brings to life founder H.D. Lee's mission to help can-do people do more by inspiring life in motion for people today.
"We're putting a stake in the ground to reclaim Lee's status as an iconic brand, with a renewed emphasis on design and innovation through our 'Move Your Lee' rebranding,'" said Kim Yates, Vice President of Marketing at Lee Jeans. "Many Americans remember Lee from the 90's, but that's not who we are anymore. We have to live up to Lee's rich heritage and ensure that our brand is as relevant as our products are."
Lee's campaign is a 360 approach, including a national TV campaign, refreshed website, re-invigorated in-store experience, and digital and public relations support. This holistic approach to the brand refresh aspires to re-engage people across all channels, with the full advertising campaign launching today, Sept. 6, and Lee.com featuring a new brand tone and animated Fit Guides.
The "Move Your Lee" advertising campaign takes a light-hearted approach to the concept of movement in its ads, which feature a "Lee Man" and "Lee Woman" in over-the-top scenarios that highlight all you can do in Lee jeans.
"We know people are living a life in motion and need clothing that moves with them – stylishly, comfortably and easily," said Yates. "Our fall fashions will bring to life Lee's commitment to movement, with superior fits designed for an active lifestyle and purposeful designs to elevate personal style. Shopping for jeans can be difficult – second only to swimsuit shopping – so we've designed styles to fit all shapes and sizes and enable physical expression."
Creative Credits:
Agency: GSD&M
Chief Creative Officer: Jay Russell
Group Creative Directors: Kris Wixom & Alisa Wixom
Art Director: Nicholas Troop
Writer: Maxx Deleaney
Director of Production: Jack Epsteen
Executive Producer: Laura Busino
Producer: Becky Carrel
Account Service: Shawn Mackoff, Lauren Paver, Jeff Talmadge
Strategy: John D’Acierno, Nicolas Howard
Business Affairs Manager: Lindsay Wakabayashi, Jillian English
Project Manager: Theresa Mayet
Design: Derek Dollahite, Maria DAmato
Studio: James Steckel, Terrence Schuchard
PRODUCTION COMPANY FOR VIDEO AND WEB:
Prod Company: Park Pictures
Director: Terri Timely
Editor: Cartel
After Effects: Art Jail
WEBISODE POST PRODUCTION:
Agency: GSD&M
Editor: Jacob Stern
Producer: Spencer Gilliam
MUSIC: Singing Serpent