Lee Jeans
Buddy Lee
This is an oldie, but a lot of fun. The assignment - How do you get 14-17 year olds to wear a brand they dismissed? The answer came from our account executive, who found an old Buddy Lee Doll from the 30s at a flea market. It was just too strange not to use. So we built everything around Buddy Lee. We made a documentary, videos, TV Commercials, Print ads to promote the documentary, magazine spreads, a website, and online games. We put stickers and posters all over NY and all over the X-games. Celebrities started wearing shirts with his image. Wildpostings (just an image of the doll) started showing up on TV shows. We wrote a small book and hid it in jeans in stores. Buddy Lee was even printed on the inside pockets of their jeans. Sure, Buddy Lee was strange, but he also embodied everything Lee Jeans stood for.
