Lee Jeans
Buddy Lee
This is an oldie, but a lot fun. The assignment - How do you get 14-17 year old guys to wear Lee Jeans: A brand they dismissed or even hated. The answer come from our account executive who found an old Buddy Lee Doll from the 30s. It was just too strange not to use. So we built everything around Buddy Lee. We made a documentary, videos, TV Commercials, Print ads, Print ads to to promote our documentary. We put stickers and posters all over NY and all over the X-games. We built an early website and online games. Celebrities started wearing shirts with his image. The 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. Lee even printed Buddy Lee on the inside pockets of their jeans.
