The Brief
Spin Communications (now WeAreDigital) created the 'Clean' print campaign for Lee Jeans, supporting the launch of a new range of jeans that went against the trend of distressed denim with an untreated denim line.
The launch needed to be supported through digital channels to reach a fickle youth audience, the brand heartland for Lee Jeans.
The Solution
An online viral was developed that allowed people to send a spoof video to a friend, convincing them that one of their deepest darkest secrets had exploded across blogs and video sites on the internet.
People could visit www.come-clean.com.au to upload an image a friend and enter a little 'secret' that person wouldn't want anyone to know. The user then selected a guy or girl model from the actual 'Clean' campaign to deliver a personalised message, with a forward-style email sent to the person, linking them to a YouTube-esque blog site where the model proceeded to show the photo and divulge the little secret.
The link to the Lee Jeans brand and www.lee-jeans.com.au is revealed at the end of the video.
My Involvement
I managed the team responsible for the design, build and seeding of the viral.
Responsibilities included:
- Project planning and specification
- Resource planning and coordination
- Managing design and development process
- Campaign seeding
- Website analytics
