Lee Jeans is appealing to Chinese millennials to change their perspective of the world, with the unveiling of its fall/winter 2018 collection.
The optical illusion campaign is based on Lee's big global brand idea 'Move Your Lee'.
The Chinese ad was created by McCann Hong Kong and aims to integrate Chinese culture's interpretation of the global brand, which focuses on the tagline 'Who's following me?'. According to the agency, the tagline is intended to have a social tone of voice, which encourages the use of imagination and adventure.
Caleb Cheng, marketing director, Lee Jeans Asia said: “Regionally, we want people to see Lee has an imaginative, playful and energetic brand."
Vincy Ho, senior marketing director, Lee Jeans China said: “With our 4-way stretch technology, we inspire millennials to experiment and view their lives from multiple perspectives. The campaign highlights the duality movement of the body as well as the movement of the mind."
The campaign is in three stages, the second and third being exclusively around promoting special e-commerce-only lines that are aimed at younger shoppers.
The X-line uses different fabrics and is more 'expressive', which is something millennial shoppers crave, according to the brand. “X-line gives creative license to reflect the rising needs of the Gen Z, a new generation living multiple lives in one day,” said Jaslin Goh, chief strategy officer and managing partner, McCann Hong Kong.
The theme of the X-line collection is snacking, which aims to tie into an insight around the fact that millennials like to see a 'fission of self' in which they manifest in may ways and styles, much like snacking.
The final part of the campaign takes the focus on millennials to the next level, by including a collaboration with snacking brand Lays. A special product, only sold online, is described as the "first ever cross-over wearable potato chips and denim jacket".