LEE MAKE HISTORY
Make History lived up to its name. On the homepage I wrote "History is not only important events and important people. It is recorded in songs and painted on canvas. It is told in stories. It lives in snapshots. Make History." And with that rallying cry we asked for words and photos that describe our time. The response was humbling. Thousands of breathtaking images populated the website. They became the basis of a campaign that stretched from interactive to retail design; from out-of-home to gallery exhibits. It succeeded not only in building a brand community, but led to a worldwide resurgence for Lee.