In collaboration with Lee Jeans, 233c developed the Move Your Lee campaign. The goal was to increase brand visibility, create an experience-led brand moment, and highlight the product's qualities in action. The team developed a campaign film and organized guerilla activations in four cities, Hamburg, Stuttgart, Darmstadt, and Frankfurt, where dance crew The FantastiX delivered spectacular shows and handed out goodie bags. In Hamburg, the activation also partnered with music group Meute for additional attention.
233c developed the campaign TV spot and produced guerilla activations with dance crew The FantastiX across four cities, distributing goodie bags and generating on-the-ground buzz, supported by outdoor and poster placements in each city.
The campaign successfully communicated Lee's brand philosophy through the TV spot, with guerilla activations drawing up to 300 people per show. Content from the activations was published across Lee Jeans' own channels, giving the brand increased visibility and an authentic brand experience for its target audience.
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