McCann Hong Kong and MRM//McCann Shanghai win Lee Jeans and Lee X-Line in China

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Lee X Line.jpgLee X Line 2.jpgLee Jeans is creating history in China with its first-ever Lee X-Line, designed for Millennials and Gen Z shoppers. The brand is uniquely created for the China market and exclusively sold through e-commerce channels.

Lee Jeans Senior Marketing Director of Vincy Ho said, “There is clearly a white space in e-commerce in China as we see a dramatic growth of online shopping. Millennials and Gen Z shoppers love the exclusivity of online store products being unavailable to mainstream stores. So we are introducing a young and trendy yet affordable line to attract the young and new shoppers to the brand repertoire.”

McCann Hong Kong and MRM//McCann Shanghai won the brand pitch in late 2017 and have quickly developed the brand campaign and subsequently the Lee X-line.

“It was exciting to develop this revolutionary brand from scratch and co-create the brand book with our client,” said Jaslin Goh, Managing Partner and Chief Strategy Officer, McCann Hong Kong. “Our inspiration was the insight that Millennials love variety and diversity in their self-expression, and approach to roles and lifestyle. This was the inspiration behind the creative idea of ‘Fission of Self’ where Millennials see their multiple selves exemplified, playing different roles and living different lives.”

The campaign uses an efficient pool of resources to create maximum impact via online brand video, partnership with mobile music platforms and Tmall promotion. An online video featuring “Fission X” dance moves launched on 15 March 2018, showcasing the new collection in partnership with music platform Douyin. Florence Kong, Managing Partner of McCann Hong Kong added, “Apart from the online video, we are very excited to partner with the top KOLs to co-create the dance moves. This includes Zhang Xinyao with 9 million fans and Anty with a 2.5 million-person fan base in Douyin. We invite all the young people join us for the X-Dance competition.”

Credits –

Managing Partners: Jaslin Goh, Florence Kong

Planning: Zhao Wanyu, Liao Lijia

Creative Team: Michael Li, Poppy Qian

Account Team: Morris Pun, Jan Ng, Lem Jiang