American Eagle Outfitters fills customers’ ripped jeans with tattoos

To strengthen its brand positioning “Live your life”, American Eagle Outfitters has launched #AEOLive Express, a campaign to encourage customers to be original and express themselves.

Created by TBWADigital Arts NetworkHong Kong, the campaign launched in parallel with the new Destroyed Denim line – a collection of ripped jeans for the Spring/Summer season.

With the use of voice and word recognition technology, the campaign allows users to turn their mottos into temporary sticker tattoos and so as to unveil their personalised sayings through carefully placed holes in their jeans.

The #AEOLive Express continues to follow which also saw a success in last season’s campaign #AEOLive MEGAzine, inviting fans to express themselves through music and dance on Instagram.

This time, it will again visit Hong Kong’s key business and shopping districts such as Causeway Bay and Tsim Sha Tsui from 1-3 May, targeting the busy shopping weekend.

The campaign has been publicised on AEO social media channels including Facebook and Instagram.

Samson Li, American Eagle Outfitters senior regional marketing manager, said the campaign aims let people showcase their own uniqueness by the expressions they choose to (temporarily) ink and peep through their denim holes.

“Millennials are looking for fun but relevant ways to express their ‘here and nows’. By using voice and word recognition technologies we have found a fun quirky, and not to mention ‘hands-free’ experience of finding your words and wearing them proudly”, added Pauline Wong, business director of TBWAHong Kong.

The campaign will run until 3 May.

Project: #AEOLive Express
Creative: TBWADigital Arts NetworkHong Kong (DAN)
Client: American Eagle Outfitters Greater China
Executive creative director: Esther Wong
Creative team: So So, Alan Wong, Penny Lau
Digital production: Herbert Ng, Christina Ahn, Alex Gong
Account servicing: Pauling Wong, Gerald Tam
Social media creative: Season Chan, Joey Wong

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