Maxus conceptualizes campaign #RefreshTheCity for LEE

Maxus creates a refreshing campaign for Lee to pave a path of change in tumultous urban life. #RefreshTheCity was conceptualised to promote urban denim culture by refreshing forgotten entities of city life through creativity, innovation and a sense of purpose for LEE’s latest innovation – Jade Fusion Denims. The campaign has been receiving applause worldwide and has already won a bronze at the Edison Awards 2016.

What and Why?
The brand has been known to come up with remarkable products that take into account the evolving urban consumer lifestyle and create campaigns that take the philosophy of ‘innovations with a visible impact’ on ground. Stemming from the fact that we belong to a generation of the ‘curious’, Maxus re-imagined the global campaign in the Indian context that encompassed creativity, sense of purpose and helped reinvent and redefine Urban lifestyle.
The campaign submissions in India has overtaken all other participating countries (Hong Kong, Vietnam, Taiwan, Philipines, Indonesia, Malaysia and Thailand) with 552 video/image entries and 503 text entries in just over a month from across the brand’s social media platforms and the campaign site - https://www.refreshthecity.com/in/.

How?
Leading by example, the brand endorsed 3 innovative ideas to give this noteworthy global campaign a head start. Bookniture, Bike the Moment and Denimite are three outstanding concepts the brand introduced as it invited suggestions from each city. From recycling porcelain mugs and plastic bottles to growing plants and painting city walls, talking with the less-privileged over a cup of lemonade or a meal to refurbishing old municipal garbage cans to make them more inviting - Indian citizens have come forth with wonderful ideas that each revive the city in baby steps. One tweet from a participant concerning a road repair, was addressed to a local government official, with Lee tagged in it. The official took prompt steps to resolve the issue. In times when every simple solution counts, LEE India’s campaign is an outstanding step toward paving a path of change in the tumultuous urban life.

“How do we fuse energy, creativity and actual change with the current generation to do something tangible! Armed with this question by LEE, we were clear we needed to think unconventionally yet engage effectively. For this very purpose, we created #RefreshTheCity and married the idea of powerful storytelling. The campaign results have been encouraging and we are extremely pleased with the way this has set benchmarks. Hope this only grows from strength to strength” said Vishal Jacob- National Director, Maxus Digital.

“We are overwhelmed by the number and quality of responses we have received. Not only are these suggestions, most of the participants are already practicing and implementing what they have shared. To have been able to create a platform where such great thoughts for reform find common place is what we truly aimed for,” said Vipul Mathur, Marketing Head at Lee India.