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Lee's jade fusion denims redefine urban lifestyle

A campaign conceptualised by Maxus Digital aims to promote urban denim culture by refreshing forgotten entities of city life through creativity and innovation

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Lee's jade fusion denims redefine urban lifestyle

Lee's jade fusion denims redefine urban lifestyle

A campaign conceptualised by Maxus Digital aims to promote urban denim culture by refreshing forgotten entities of city life through creativity and innovation

BestMediaInfo Bureau | Mumbai | June 30, 2016

Lee-jade-fusion-denims

Maxus digital recently created a refreshing campaign for Lee to pave a path of change in urban life. #RefreshTheCity was conceptualised to promote urban denim culture by refreshing forgotten entities of city life through creativity, innovation and a sense of purpose for Lee's jade fusion denims.

The campaign has been receiving applause worldwide and has already won a bronze at the Edison Awards 2016.

The denim brand is known to have come up with remarkable products for the urban consumer lifestyle. As the brand is known to be the generation of the 'curious,' Maxus re-imagined the global campaign in the Indian context that encompassed creativity, sense of purpose and helped reinvent and redefine urban lifestyle.

The campaign submissions in India have overtaken all other participating countries (Hong Kong, Vietnam, Taiwan, Philippines, Indonesia, Malaysia and Thailand) with 552 video/image entries and 503 text entries in just over a month from across the brand's social media platforms and the campaign site -- www.refreshthecity.com/in.

The brand endorsed three innovative ideas, Bookniture, Bike the Moment and Denimite and invited suggestions from each city. From recycling porcelain mugs and plastic bottles to growing plants and painting city walls, talking with the less-privileged over a cup of lemonade or a meal to refurbishing old municipal garbage cans to make them more inviting -- Indian citizens have come forth with wonderful ideas to revive the city in baby steps.

Vishal Jacob Vishal Jacob

Vishal Jacob, National Director, Maxus Digital, said, “How do we fuse energy, creativity and actual change with the current generation to do something tangible. Armed with this question by Lee, we were clear we needed to think unconventionally yet engage effectively. For this very purpose, we created #RefreshTheCity and married the idea of powerful storytelling. The campaign results have been encouraging and we are extremely pleased with the way this has set benchmarks. Hope this only grows from strength to strength.”

Commenting on this campaign, Vipul Mathur, Marketing Head, Lee India, said, “We are overwhelmed by the number and quality of responses we have received. Most of the participants are already implementing what they have shared. To have been able to create a platform where such great thoughts for reform find common place is what we truly aimed for.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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