Lee Make History

Right from the start in January 2007 the Lee “Make History” campaign represented a new approach to the way a brand interacts with the consumer. Rather than speaking through the disembodied voice of the PR machine, Sartoria advised Lee to set out and open a real dialogue, not only with its customers but among them, empowering people to come to grips with their own history and redefine their own world.

Sartoria and Lee opted for photography as a highly accessible medium, one that crosses social, cultural and linguistic divides while providing a vast range of outlooks on the world. “Make History” web contest effectively spawned a new channel of communication, attracting users of all ages and from all walks of life.