Spring Studios x LEE
Scarlett 2.0
Scarlett is Lee's best-selling line of skinny jeans for women. For the past two seasons, Spring created activations designed to make the 'Scarlett' brand famous, and synonymous with skinny jeans. I Am Scarlett (intro campaign) and Scarlett Fever (promotional event) were extremely well received by the markets, our regional clients and the public.
The brief was to continue this successful approach with a strong central idea with high-quality promotional materials from Spring. Opportunities for markets to activate around the theme, both themselves and using a network of influencers/bloggers etc.
In addition, this year, the brief it being extended to their best-selling 'Rider' line for men.
For this project I worked with an Art Director to bring to life my ideas for Scarlett.
STAGE 1
WE ARE SCARLETT
After introducing Scarlett as the iconic skinny jean, we continue to extend our reputation. ‘We are Scarlett’ proves that Scarlett is an iconic piece for everyone. By building a sense of collective attitude we give Scarlett the role of style catalyst, inviting everyone to come together, whatever style tribe they represent.
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Three models with unique and differentiated looks form the central asset of the campaign. Multiple taglines emphasise individual personalities and characteristics, proving Scarlett’s ability to fit every shape, style and occasion.
We are unique
We are creative
We are dynamic
We are real
We are daring
We are strong
We are bold
We are Scarlett
STAGE 2
THE PERFECT FIT
We collaborate with a selection of influencers and their partners to share their own love story. They are given a pair of Scarlett and Rider and are invited to share their perfect fit.
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Social Activation
We collaborate with a selection of influencers and their partners to share their own love story. They are given a pair of Scarlett and Rider and are invited to share their perfect fit.
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