Lee partners with Ogilvy Shanghai to 'Free your night side'

The integrated campaign is a collaboration between O&M Advertising, OgilvyOne, Ogilvy Public Relations and Neo@Ogilvy, bringing together social media and e-commerce, a mobile app, in-store, outdoor and print ads, video and photo content, and a live, interactive theatre event.

At the event, 30 of China’s top bloggers and celebrities were invited to a fashion party at a converted warehouse in Beijing’s 798 art district. As they journeyed through the party, hidden cameras captured their reactions to funny and unexpected situations, such as a 45-minute scripted performance with 100 professional actors, multiple rooms with magic mirrors, being psycho-analysed by doctors and nurses, playing poker where China’s top card magician only dealt them winning hands, and recording their own music track with the help of a leading producer in a studio.

The footage was used to create a collection of short online videos that were distributed via Lee’s branded Weibo, campaign website and Tudou pages, as well as via the bloggers’ own social-media channels.

The art, music and fashion shots from the experience were also crafted into branded picture content, featuring actors wearing apparel from Lee’s new 2012 A/W collections, which are viewable on the campaign website and linked to the brand’s Taobao e-commerce site for purchase.

Lee enlisted famous Taiwanese actor Eddie Peng to appear in photos in various situations, as well as viral video content to show his 'night side' expression. An accompanying postcard that encouraged a wider audience to 'free their night side' was released via social media and a free iPhone app.

Neil Pryde, marketing director for Lee Asia Pacific, said: “Lee wanted to connect and engage with our consumers through a totally integrated campaign, with digital and social being the heartbeat of the ideation, creative development and execution.

“The idea helped people explore a different side to their character that they may not have been aware of before,” said Graham Fink, chief creative officer of Ogilvy & Mather China.

'Free your night side' will run from through December 2012 in mainland China, while selected campaign elements will be deployed across Hong Kong, Taiwan, India, the Philippines, Singapore, Malaysia, Indonesia and Thailand.

CREDITS
Project title “Free Your Night Side”
Client Lee
Brief Show how Lee Night Skins can help consumers to express themselves
Creative agency Ogilvy & Mather/Shanghai
Chief creative officer Graham Fink
Executive creative director Francis Wee
Creative director Martin Latham
Head of art Stephane Delgado
Agency client lead & theatre producer Oliver Goulden
Account director Janet Ding
Planning team Edward Bell, Vivian Tu
Digital lead Morgan Cao
PR team Ella Chan, Lisa Cao, Joyce Qiu, Sunny Lu
Media agency Neo@Ogilvy/Shanghai
Theatre director Mr. Kemin Zhang
Event venue City Dream D Space
Exposure Social media, e-commerce, print, OOH, event, video content