Lee Jeans Microsite: "Own the Moment"
Agency: Ogilvy
Role: Art Direction
Project Overview
Long before "social media" became a universal marketing playbook, we built a digital experience in Shanghai that laid its foundation. For this Lee Jeans campaign, we pulled back the curtain with brand ambassador Ethan Juan, centering the entire experience around user-generated content from the active fan base.
By anchoring the campaign in the tagline "Own the Moment," we gamified engagement—driving a massive surge in traffic, showcasing UGC winners, and facilitating direct interaction with Ethan. It was an early prototype for community-driven digital marketing, blending art direction with interactive storytelling before the social era took over.
“While the high-energy, spontaneity-focused campaign shot in Taipei successfully drove significant brand awareness among Chinese young adults, it primarily served as a widespread consumer activation rather than an award-show piece” Link
https://www.instagram.com/p/Cy5-thYgaAe/
