Lee South Africa F/W 2012 Ad Campaign

Denim is a global business and we pride ourselves on being able to provide coverage worldwide thanks to our network of contributors based in Europe, America and Australia. One continent which is seriously under-represented though is Africa, so I was pleased to receive an email from Clair in South African with details of a new ad campaign. Lee is one of those global brand's that make use of different marketing messages for each of their markets and for Fall/Winter 2012 in South Africa they have launched a campaign titled "The City Is Mine". Created in Australia by the agency Virtue, the images have been used by South Africa for their local market. The concept is all about encouraging people to be passionate about their city, which according to these campaign images seems to translate as - slip on a pair of Lee denim cut-offs and the city will be yours... or at least you will get free drinks all night!