Tuesday, April 24, 2012


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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