LEE JEANS
130 YEARS
The Brief.
Denim icon, Lee Jeans was turning 130 and enlisted us to help them create a moment to remember for this milestone.
The Solution.
For a heritage brand like Lee, we knew we needed to show their place in contemporary culture after 130 years. To do this we knew we needed the right people from the subcultures of fashion, arts and music. We secured international rap sensation ASAP Twelvyy to attend the party, who was even spotted wearing the Lee Jeans gift pack we sent him later on tour. Prior to the event, we hosted a styling suite over two days to ensure that key influencers represented the Lee brand, dressed in new season pieces on the night.
The Results.
500 pieces of social UGC achieved as a direct result of the party I We also secured coverage in key social pages including The Sunday Telegraph, The Sun Herald, Life without Andy and Filter Zine I $925,000 in PR value I 2.25m impressions I 15.2% engagement rate