TBWA bags creative duties for Lee Jeans’ anniversary

American denim label Lee Jeans tapped TBWA to lead the creative campaign for its 125th anniversary in China, following a multi-agency pitch.

The campaign will be led by TBWA\ Hong Kong in collaboration with its Shanghai team.

“Lee has a wonderful heritage and we are very excited to work together in this milestone year of achievement to support the brand’s goals in China,” said Joanne Lao, managing director of TBWA\ Hong Kong.

Vincy Ho, marketing director at Lee China added, “We are delighted to work with TBWA, who have shown a great understanding of our brand and audience, and demonstrated the ability to provide a solid creative platform for Lee’s 125th anniversary year.”