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.CreditsManaging director: Joanne LaoCreative team: Sami Thessman, Mike Choy, Jason WongAccount team: Florence Kong, Pauline Wong, Ida Mak, Christina Suen, Kenard Chui, Charlie ChengAgency digital producer: Denny Wong, Rony ChanCreative technologist: Herbert NgCopywriter: Ronald Cheng