“To deliver an on brand communication to Lee’s audience, placing particular emphasis on Lee’s essence of challenging conventions, irreverent celebration of youth and being in touch with popular culture.”“The communication should generate broad awareness against the key 15-24 year old audience, but must appear to be low key in keeping with Lee’s challenger credentials.”Lee planned to run a conventional mass campaign in the cinema, so we were asked by Lee to create a pre-emptive communication that brought Lee much closer to the audience and establish evangelists prior to the new cinema campaign.The communication had to be delivered with minimal budget due to the head office (Bruxelles) requirement of having a cinema campaign in May. Therefore, we were challenged to think innovatively about both the solution and also the deal to finance it, in order to deliver an effective, creative and accountable campaign. Popular music awards usually have a VIP entrance with a red carpet and velvet ropes. We felt that this represented “granddad” media more suitable for the theatre or opera. We changed this into “me” media by making a denim, Lee Jeans carpet and Lee Jeans rope for the VIP entrance.Lee’s relationship with popular music and “re-engineering” of the VIP entrance was exactly on brand, with Lee’s essence of innovation, irreverence, being in touch with popular culture, celebration of youth and breaking of conventions.This under-the-radar communication was a perfect way to disarm this typically sceptical audience and cut through the clutter of messages targeted towards 15-24 year olds. It was imperative to act in a way that has the audience’s respect rather than just assuming we can buy their affection with a conventional campaign (e.g. TV)We created a Lee Jeans “moment of communication” which was a natural part of the target audience’s sphere of interests. Our aim was to contribute to their experience of the music awards rather than interrupt their media, as conventional advertising can sometimes appear to do.The communication focus is the actual entrance to the awards, where the communication is most intense for those die-hard music fans waiting there. However, because of our use of PR, we were able to also ensure mass awareness of the Lee entrance.To give the viral aspect an extra push, we sent out a press pack to the relevant style and music journalists (we have included a copy of this press pack). This ensured editorial coverage in our preferred media.The communication therefore appeared low key but was in effect broadcast, through reporting of the Music Awards in TV shows and fashion/style magazines with images and comments about the Lee Jeans carpet and ropes (coverage 64% of 15-24year olds for print, 27% TV).Instead of paying for use of the entrance of the Music Awards, we instead offered to supply Music Matters with t-shirts for all the official stewards and crew. This amounted to about 100 t-shirts, printed with the Danish Music Awards logo and Lee Jeans graphic (example t-shirt supplied with entry). These T-shirts were very visible at the awards, and appeared in front of the TV-cameras.This creative deal can only add to the accountability of an idea that connected with the audience and reinforced Lee Jeans as an innovative brand with real leadership and credibility. Creating this under the radar communication plan for Lee, and executing it, was entirely the brainchild and responsibility of the media team.Through engaging core competence (consumer insight, media, scheduling, ingenuity), we identified the widely covered Danish Music Awards as the perfect opportunity to target 15-24 year olds in a guerrilla fashion that would resonate with them in a relevant way, appropriate to the brand image.Our idea began with the insight that red carpets and velvet ropes are hopelessly outdated as a VIP entrance to a modern music awards ceremony. Rather, an entrance with carpet and ropes made from Lee Jeans gave a lot more credibility and relevance in the worlds of style and youth, where first impressions are everything.

The media team’s ability to envision this ambient space as an available medium, as well as providing well-grounded media understanding of audience, broadcast & PR, drove the project.Moreover, the media team initiated the alliance with Music Matters (organisers of the Danish Music Awards), designed the layout of the VIP carpet and jeans cordon, sent out ‘viral’ press packs, and structured the deal to enable our idea to be achieved with the resources available.

Creation. Direction. Implementation. Totally media! This submission is special due to the way in which we created a medium that was a natural part of the target audience’s interests, where previously no entirely suitable medium existed for the task and budget.Our entries power comes from more than just one dimension: location, target audience, execution, celebrity “buzz”, and the media’s reporting of celebrity events were all inter-related and worked towards delivering our objectives.The demarcation between media and creative work was dissolved to bring a pure communication to the target audience which existed in the exact time, place and implementation used – creating a unique Lee Jeans “moment” that was integral to the Danish Music Awards rather than just an add-on to it.

This “moment” took advantage of the VIP entrance as a major “media bottleneck” point - guests, cameras and audience : a place epitomizing the very nature of style and image, where all eyes would be transfixed.This submission also delivered incredible cost effectiveness, accountable against commonly accepted yardsticks (section 4, Media Solution).Strategic thinking and creativity linked together, to deliver a solution giving outstanding return on investment, touching the target audience in a unique, relevant, impressive way in line with the brand image.

Creating this under the radar communication plan for Lee, and executing it, was entirely the brainchild and responsibility of the media team.Through engaging core competence (consumer insight, media, scheduling, ingenuity), we identified the widely covered Danish Music Awards as the perfect opportunity to target 15-24 year olds in a guerrilla fashion that would resonate with them in a relevant way, appropriate to the brand image.Our idea began with the insight that red carpets and velvet ropes are hopelessly outdated as a VIP entrance to a modern music awards ceremony. Rather, an entrance with carpet and ropes made from Lee Jeans gave a lot more credibility and relevance in the worlds of style and youth, where first impressions are everything.

The media team’s ability to envision this ambient space as an available medium, as well as providing well-grounded media understanding of audience, broadcast & PR, drove the project.Moreover, the media team initiated the alliance with Music Matters (organisers of the Danish Music Awards), designed the layout of the VIP carpet and jeans cordon, sent out ‘viral’ press packs, and structured the deal to enable our idea to be achieved with the resources available.

Creation. Direction. Implementation. Totally media!