WATCH Lee Jeans take audiences on a tour through China

American denim label Lee Jeans has launched its Fall/Winter 2014 campaign across Greater China, showcasing details of the new 101+ series in an ongoing celebration of the brand’s 125th anniversary year.

Developed by TBWA\Hong Kong, the campaign kicks off with a series of short films of the brand’s iconic cowboy mascot, Buddy Lee, on his first visit to China.

In each film Buddy visits a different city, stopping in Shanghai, Beijing and Guangzhou and touring with local celebrity guides who take him to their favourite spots and activities.

Shot from Buddy’s one-foot perspective, the films give the audience a sneak peek into Lee’s 101+ denim series.

A call-to-action at the end of each film urges fans to share photos of city details on Lee Jeans’ customized WeChat site, for a chance win a pair of 101+ jeans.