The client would like to increase sales in the women's category, but how can we break through the clutter of traditional denim advertising that focuses on sexuality and femininity? Since Lee women never stop evolving and constantly striving to improve who they are and adapt to changing dynamics.
The "Life is our Canvas" campaign seeks to explore the dimensions of women and celebrate their personal journeys. To encourage the target audience, or the "Lee Women", to continue evolving, each woman is presented with their own blank "canvas" through a mobile site. After uploading a selfie and answering a series of questions, the canvas develops to form inspirations that seek to empower them onto a new journey.
Senior Art Director