A New Identity
2012 marks a new turn for the Lee National Denim Day campaign. This year American Cancer Society has teamed up with Lee Jeans as the beneficiary for the breast cancer fundraiser. The campaign’s mantra is “rise above” and the new mark illustrates how we need the support of one another to battle cancer. Two arms, two hands clasp each other to form breast cancer awareness’s pink ribbon, signifying that this cause stands for much more than a pink ribbon.
Print Ad & Poster
The 2012 campaign focuses on one family who has shown tremendous strength in their fight. Courageous and calm, Debbie lives in Missouri, where she continues her fight against breast cancer. Though sometimes overwhelmed, Debbie attributes her never-ending optimism and perseverance to her supportive husband, Jeff, and two loving daughters. The team poster was just one of the many items included in past participants’ team kits for re-registering.
The website has many purposes: it explains the cause to those unfamiliar with it, promotes participation through online team management tools and tells the stories of partners Lee Jeans and American Cancer Society. The face of the campaign is Debbie, a breast cancer fighter backed by her loving team – her husband and two daughters.
Infographics & Animated Typography
When the user expands the “What is Denim Day” tab at the bottom of the site, a series of infographics explains the history and current situation of the breast cancer cause. When the user clicks “The Movement” navigation item an animated manifesto message appears on a denim background. Other important pages encourage user participation either individually or with a team.
Client: Lee Jeans
Agency: Barkley
Creative Director: Paul Corrigan
Art Director/Designer: Sarah Nelsen
Writer: Quinn Katherman
Photographer: James Meierotto

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