A great, yet very simple, piece of experiential creative work from Lee Jeans in Sydney last night, creating a real sense of tribe among some of Lee's most important sales champions (to borrow some of Seth Godin's 'Tribes' language).
The challenge was to get a bunch of guys and girls who work in fashion stores to make a bit of 'history' (integrating with Lee's Make History campaign), have a full-on party experience, and still get their heads around the attitude and fit behind Lee's new range of jeans.
The solution was to gather them in an inner-Sydney nightclub, get them revved up, and send them out in the world to attack the competition, armed with Lee attitude and Lee jeans (and a few other props).
For a couple of hours, Oxford Street and Taylor Square in Sydney were swarming with the Lee tribe, stripping strangers of their non-Lee jeans, making their own bit of history, and living the spirit of the Lee brand. The pictures below hardly do justice to the energy of the experience.
It crossed the lines between product training, brand immersion, and launch party. It blurred the boundaries between being a B2B and a consumer experience. And it made its own small contribution to the popular culture. All interesting parts of where good experiential marketing needs to head.
Most important of all, it was right for the brand and their audience. Wrong for almost every other client I work with. But right for Lee. Which is everything.