LEE announced
"The City Is Mine" - A campaign that explores shadow photography to its
fullest
Mumbai
Photo-City Walk (Gateway of India) | April 22, 2012
The renowned jeans
Brand Lee, activated its seasons campaign whose concept wa as fresh like the
blooming flowers of the spring. Lee’s SS12 campaign line “The City is Mine” was
all about claiming your City & interacting with its Shadows.
Activating the
campaign, Lee organized its second Photo-City Walk in Mumbai (Gateway of India)
on April 22, 2012. The waking & scorching lazy streets of Colaba saw 70
active enthusiasts armed with their camera lenses and abundantly flowing
creativity, claiming their City by drawing out various shadow stories on the
Mumbai lanes. Quoting on the same, Chakor Jain – Business Head Lee said “The
campaign line The City is Mine is something that goes beyond a mere
expression. And the interpretation of owning your City through interacting with
the unique shadows of the City is far more intriguing. And we definitely wanted
to bring it to life apart from the mass media, to let people actually experience
it, live it & capture it forever. And the Mumbai’s Lee Photo-City Walk was
just about all this & much more.”
The Photo-City Walk
is a guided 2hr photography workshop conducted by Photography Onthemove. The
participants were divided into groups of 10 to 14 member, who created &
captured their own myriad Shadow stories that they cast with the help of their
fellow group members. The Photo-City Walk, brought to the attention of the
participants the distinct shadows being formed in their City & prompted them
to interact with them. The participants were also constantly given tips and were
guided as to how to capture these Shadows in one’s lens, which can get
challenging otherwise.
People who could
not make it to the walk, can participate in Lee’s digital Photography contest –
“The City is Mine – A Shadow Photography Contest” and stand a chance to win
exotic photo tour to either Hampi or Varanasi. Weekly winners are presented with
Lee Gift Vouchers worth Rs.10,000/-
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