SUBSCRIBE: Free email newsletter





LEE Jeans lights up 125 birthday candles

Lee Jeans are celebrating its 125th anniversary with an out-of-home and in-store campaign that invites fans to ‘light up the candles’ in more than 30 store locations across China.

Created by TBWA, the celebratory campaign invites fans to play an interactive mobile game to virtually ‘light up the birthday candles’ by scanning a WeChat QR code through an in-store TV screen or tent cards. Players are asked to light as many candles as possible within five seconds to redeem LEE prizes.

“We wanted to share the 125-year legacy of Lee Jeans with our fans all across China and what better way than by inviting them to light the birthday candles for us,” said Vincy Ho, marketing director, Lee China.

“The game has been integrated with the popular WeChat social platform so that fans can access the game and take part in the celebrations – a simple but highly effective engagement,” said Joanne Lao, Managing Director, TBWA\Hong Kong. “The idea is highly adaptable and the game will be rolled out in different markets across APAC starting mid-May”.

The ‘lighting of the candles’ will be followed by a China roadshow where a version of the game with slightly different mechanics to ‘blow the candles’ on a physical cake, will also be launched in 6 major cities around China.

Managing director: Joanne Lao
Creative team: Sami Thessman, Mike Choy, Jason Wong
Account team: Florence Kong, Pauline Wong, Ida Mak, Christina Suen, Kenard Chui, Charlie Cheng
Agency digital producer: Denny Wong, Rony Chan
Creative technologist: Herbert Ng
Copywriter: Ronald Cheng

Read More News

in China by


苹果手机份额较2015年底保持平稳,三星和小米的市场份额被蚕食,华为跻身中国智能机市场Top 3品牌,OPPO和vivo继续保持高速增长。..

in China by


艾雅思(AdAsia)股份有限公司委任Vivian Yen为台湾公司副总裁。她将为艾雅思台湾分公司带动业务增长,并监督公司在台湾的销售团队。 Vivian先后曾在媒体机构和广告技术公司担任领导职务,曾任职MediaCom台湾总经理、台湾ZenithOptime..


Leave a Reply

You must be logged in to post a comment.