| Title | DIRECT YOUR OWN FASHION SHOOT |
| Brand | LEE |
| Product / Service | LEE |
| Category | A04. Other Consumer Products |
| Entrant | OGILVY SHANGHAI, CHINA |
| Entrant Company: | OGILVY SHANGHAI, CHINA |
| Advertising/Web Design Agency: | OGILVY SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Natalie Lam | Ogilvy One Shanghai | Executive Creative Director |
| Natalie Lam | Ogilvy One Shanghai | Creative Director |
| Kama Zhang | Ogilvy One Shanghai | Art Director |
| Natalie Lam | Ogilvy One Shanghai | Art Director |
| Lala Wang | Ogilvy One Shanghai | Senior Copywriter |
| Hytal Ye | Ogilvy One Shanghai | Senior Designer |
| Leon Lee | Ogilvy One Shanghai | Project Manager |
| Sky Xu | Ogilvy One Shanghai | Project Manager |
| Keen Yim | Ogilvy One Shanghai | Account Director |
Description: Lee Jeans is about “Make History.” Chinese netizens participated in a “Make History Moment” by becoming the fashion industry elite in the first ever user-directed live fashion shoot in China. Through voting, users cast the models, picked the wardrobe, styling and set design. In the final one hour live video broadcast, the models struck their poses while the users played photographers, snapping away their favorite shots to upload into a Lee poster template, creating their very own ads for the 2010 spring summer collection. The average user spent 21 minutes on the final shoot, 5 times more than on any other video campaigns.