Using real people and real moves, the new Move Your Lee® FW16 campaign has a
fresh approach, dynamic concept, and – for the first time – a whole new way to
connect with our consumer.
From the beginning, Move Your Lee® has been the perfect message for the
forward-thinking denim brand, but this season we’ve pushed the concept further
than ever, exploring real physical freedom, creative expression, and engaging with
fashion fans like never before. Exploring the stretch, style and real physical
expression only a truly great pair of jeans can give, we’re redrawing the meaning of
Move Your Lee® – and inviting our consumers to take part.
In a 90-second film, nine mini movies, and a wealth of slick imagery, real dancers
and models wearing the Lee® FW16 collection show us their moves. It’s
unchoreographed, unstyled, and unexpected: each expresses themselves in their
own way.
Diverse, young, and energetic, each short film is the ultimate selfie, a slow-motion
capture of human creativity let loose. These mini movies will hit digital platforms,
cinema spots, and digital billboards, along with a magazine and poster campaign
on subways, trams and buses in handpicked locations across Europe.
Here comes the clever part: using the #MoveYourLee hashtag, our fans can share
their own 10-second moves with our new community site, MoveYourLee.com,
creating real excitement and making stars of our fans.
Getting people moving and sharing is exactly what Move Your Lee® is all about.
This Fall/Winter ‘16 is about being true to yourself, celebrating your creativity, and
moving in your own way.
