""Built Like Lee" celebrates Lee's heritage, optimism and craftsmanship (the brand claims to be the first to use a zipper in jeans in the 1920s). The campaign spans connected TV, social media, in-store, influencer partnerships and out-of-home events and is the first effort produced by Lee alongside creative agency Yard. Beyond the denim itself, "Built Like Lee" spotlights the people who wear the pants - people the brand describes as future builders and go-getters."
"A 30-second spot soundtracked to a version of Mt. Joy's "Come With Me" begins with the line: "Some chase perfection, others chase possibility." A diverse cast is depicted on the go and wearing items like the Lee Rider jacket and 101 jean, among others. The brand's signature button - which has been stitched into its denim for over a century - is spotlighted throughout as a visual cue to togetherness."
Lee is reasserting its legacy as an American denim brand founded in 1889 with a global 'Built Like Lee' platform and advertising campaign. The campaign emphasizes heritage, optimism and craftsmanship and claims innovations like using a zipper in jeans in the 1920s. Media deployment includes connected TV, social, in-store, influencer partnerships and out-of-home events. Creative agency Yard collaborated on the first campaign under a new creative vision. The platform spotlights people described as future builders and go-getters and uses the brand's signature button as a visual cue to togetherness. Consumer research and segmentation informed the creative direction and targeting.
Read at Marketing Dive
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