Lee® Kicks Off Second Annual “LeeOriginals” Brand Equity Campaign
13 Outubro 2022 - 10:01AM
Business Wire
Denim Brand Once Again Pairs with
World-Renowned Photographer Mark Seliger Featuring New Talent and
New Music from Nashville Songwriter Sam Tinnesz
Lee®, the iconic American denim and apparel brand, has
launched their 2022 campaign under the LeeOriginals
platform. Produced in collaboration with preeminent photographer
and creative director Mark Seliger, the campaign [#leeoriginals]
continues to reaffirm the 130-year-old brand as one driven by
celebrating the originality in all of us.
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the full release here:
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Lee®, the iconic American denim and
apparel brand, has launched their 2022 campaign under the
LeeOriginals platform. The campaign was produced in collaboration
with preeminent photographer and creative director Mark Seliger.
Singer-songwriter Tai Verdes is pictured. Photo credit: Mark
Seliger for Lee.
Concepted and shot by Seliger and styled by acclaimed costume
designer and stylist Arianne Phillips, this second iteration
highlights those moments where Lee helps you to make everyday
legendary. Inspired by those who don’t just stand the test of time,
but define it, the campaign is set to a new Sam Tinnesz song aptly
entitled “New Wave.” These scenes capture Lee’s celebration of
individuals who approach small and big moments of their lives with
one part boldness, two parts optimism.
“This campaign embraces those moments where denim and
self-expression merge,” said Mark Seliger, photographer and
campaign creative director. “Casting was important – I wanted
multi-faceted individuals who may be well known but feel very
familiar and real. We created a storyline for each character and
gave them the space to put their stamp on the film, and
incorporated their personalities by using some of their own
personal items. The result showcases that as they wear Lee they
remain true to themselves and original.”
“We love a great story and this season’s cast of Originals has
plenty of tales to tell,” said Brigid Stevens, VP Global Brand
Marketing, Lee. “Tai Verdes started working at a mobile phone
retailer and now is performing on stages around the nation; Yuka
Mannami was discovered as a model while working as a nurse and now
walks runways around the globe. These are just a couple examples of
how our cast has carved their own path and done the
unexpected.”
In addion to Verdes and Mannami, the fresh ensemble of models,
actors and performers includes: actor Deaken Bluman, body
positivity model and singer Natalie Nootenboom, dancer Vinson
Fraley, artist Mell, and activist and snowboarder Cherokee
Jack.
The digital component of the campaign was placed by Lee’s media
agency, Tinuiti, and launched on Lee’s social media channels on
TikTok, Meta and SnapChat as well as streaming video via OTT, and
on YouTube and Twitch. A curated out-of-home (OOH) experience in
collaboration with creative agency Noble People will target
specific creative neighborhoods in New York City including SoHo,
Meatpacking and Bushwick, as well as select locations in Los
Angeles, Chicago and Atlanta. For more information, please visit
www.lee.com.
About Lee
Lee, a Kontoor Brands (NYSE: KTB) brand, is an iconic American
denim and casual apparel brand. Lee's collections include a
uniquely styled range of jeans, pants, shirts, shorts and jackets
for men, women, and boys. Founded by H.D. Lee and backed by nearly
130 years of purposeful design and craftsmanship, Lee's
movement-inspired innovations, versatile styling and superior fit
continue to inspire generations of brand loyalists. For more
information, please visit lee.com.
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