Lee Jeans - Don’t just move. Move your Lee. by GSD&M
Popular denim brand Lee Jeans has launched a new campaign, 'Don’t just move. Move your Lee.' Created by Austin-based AOR, GSD&M, the campaign includes three TV spots that speak to the modern consumer, with hip, young subjects in everyday, topical (and sometimes impractical) situations, in which acrobatic feats are made possible thanks to the movement and comfort of their Lee jeans. From tackling 'manspreading' as a female subway rider, to dashing after a kimono trapped in a taxi door, Lee Jeans were made to move with purpose, while also providing effortless style and confidence to help you be you.
The campaign is meant to remind customers that Lee is the perfect jean for everyday movements for all demographics – equate with the new messaging that Lee Jeans are not only stylish, but freedom-inducing products that helps consumers move forward, accomplish, and progress.
The campaign will run nationally on broadcast through October, and will be accompanied with paid and organic social content on Facebook, Instagram, Twitter, Snapchat, and Pinterest.
Client: Lee Jeans
Creative Directors: Maria D’Amato, Jeffrey Butterworth
Writer: Addie Williams
Art Director: Hannah Dobbs
Producer: Alison Wagner
Account: Shawn Mackoff, Lauren Paver, Jane Conyngham
Social Media: Bailey Brown, Jessica Lee
Media: Evan Walker
Project Management: Christie Shepard