For SS16, Lee Cooper wanted to continue to support global licensees by building on last season’s ‘Made To…’ campaign, while giving the brand a fresh twist and bringing the focus back to its East London roots.
CREATIVE & STRATEGIC RESPONSE:
Lee Cooper and those who wear it are known for standing out and doing things a bit differently. SS16’s ‘Made To Be Different’ campaign heroes these people and focuses on the diversity of the East London community and how fashion is hacked to create that gritty, individual look.
More than just a look, ‘Made to Be Different’ is a state of mind and our video content delved deeper into the story of East London bike polo and its players, who have hacked this classic British game and made it different… and some might say better!
With a large number of markets to cater for, content was optimised for above the line and below the line channels so that it could be easily implemented worldwide.