Lee Jeans Targets Chinese Millennials with Launch of ‘Move your Lee’ Campaign

Lee Jeans has launched the “Move Your Lee” campaign created by McCann Hong Kong, to pitch Chinese Millenials on the brand’s Fall/Winter 2018 Collection while at the same time looking to “change their perspective and experience the world with Lee.”

Part of the campaign is this 60-second spot, which is pretty straightforward, but we do like the optical illusion with the Porsche featured in the ad. For some reason, we just find that really cool and watched it several times.


You might have noticed there are remarkably few Millenial Chinese in this particular ad film. But again, the car thing is cool, and the brand has, of course, created target-specific ads for the market which include short clips shot specifically for smartphone viewing in China’s mobile-centric market.

“Regionally, we want people to see Lee has an imaginative, playful and energetic brand. McCann is a great partner that help us pushes the creative envelope,“ said Caleb Cheng, Marketing Director, Lee Jeans Asia.


Lee Jeans (China & Apac) : Vincy Ho, Caleb Cheng, Jolin Zhang, Sunny Su, Hagan Chan, Pipe Guan, Season Wang
Managing Partner: Jaslin Goh, Florence Kong
Creative Team: Michael Li, Poppy Qian, Nic Lam, Anthony Yeung
Account Team: Annie Yip, Morris Pun, Jan Ng



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