Nurtured amongst the concrete jungles, blistering street lights, gleeful night clubs, malls, and the accelerated schedules we somehow have grown to be apathetic towards the hiccups of city life. To reach out and view the hostages to the mundane of urban monotony in a different light clothing brand Lee churned out a crowdfunded campaign #RefreshTheCity, giving city-life a fresh zing.
Collaborating with bloggers for their campaign, Lee initiated through their portal a couple of refreshing ideas, simultaneously calling out to netizens to put across their thoughts to #RefreshTheCity in which they reside or otherwise.
Urban lifestyle- with a twist
The brand that has stood in strength for catering to the elite layer of the society and brought out a campaign to slightly transform this very urban lifestyle rooted within us.
The brand is well-known to bring out exceptional products that consider the evolving contemporary consumer lifestyle and produce campaigns that imply the philosophy of ‘innovations with a visible impact’ on ground. Belonging to a generation filled with curiosity, this massive, global campaign was narrowed down to the Indian context that encouraged innovation.
#RefreshTheCity for starters was an absolute liberal, thought-provoking and creative initiative which called out to people to share their ideas pointed towards refreshing their surrounding. As mentioned, without provision of any niche, netizens had the liberty to play around, explore and weaving their thoughts on #RefreshTheCity
Though richly crowd sourced, this campaign was kick-started by bloggers belonging to varied genres who paired up with the brand. Absence of a core topic instigated bloggers of kinds to chip in their ideologies stringing in with the term.
Allen from the blog Bow ties and bones was vocal about natural co-existence, recycling and the alarming concern of water conservation through a short video.Smrithi of Vintage obsession through a slightly complex video puts across her thoughts about the nasty, impulsive shopping habits asking us to be more responsible shoppers.
Manpreet, mother of the blog Oh So Homemade has an opinion on the power in the strong combination of art and recycling exploring her city Chandigarh.
Abhilasha, health blogger named Looking Good Feeling Fab shares her refreshing story using the hashtag sharing the importance of walking to keep away the chaos of the city.
Dominated by fashion bloggers, this campaign found its foot in the social sphere with absolutely mind-blowing stories and entries coming in from all ends.
Was the campaign refreshing?
Gathering the entire country under one umbrella, the campaign through its concept merely created a strong story-telling platform by involving and engaging minds of different kinds. Though the brand strictly represents fashion, through this campaign it absorbed attention and inputs from everywhere making it one of a kind.
Right 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 that each revive the city in baby steps. One tweet from a participant concerning a road repair was addressed to a local government official, with Lee tagged in it. The official took prompt steps to resolve the issue. In times when every simple solution counts, LEE India’s campaign was a commendable step toward paving a path of change in the tumultuous urban life.
One tweet from a participant concerning a road repair was addressed to a local government official, with Lee tagged in it. The official took prompt steps to resolve the issue. In times when every simple solution counts, LEE India’s campaign was a commendable step toward paving a path of change in the tumultuous urban life.
Keeping its competition at bay, Lee has managed to shine on the social media through its hefty, well-executed campaign thoroughly focused on its ideology and not the brand.
Firstly, the brand developed its campaign on a simple idea but creativity dragged it to the next level. The brand’s dedication towards the campaign was visible quite evidently as all their official social media handles were speaking volumes only about #RefreshTheCity.
— RaJat ;) (@RAJATGU23916714) June 8, 2016
According to the brand, the campaign submissions in India has overtaken all other participating countries (Hong Kong, Vietnam, Taiwan, Philipines, 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 website.
Overall, through a powerful story-telling campaign, it managed to create noise and engagement on social media and in fact produced one of the finest campaigns of the year 2016.