Lee Live & Unsigned

Canoe concepted, managed and delivered 'Live and Unsigned', a tour and event programme for Lee to invest in British music.

Advertising in a leading music weekly magazine for up-andcoming unsigned bands to send in their demos, we short-listed the entries to create a line-up for a regional tour. In conjunction with Urban Outfitters, the bands toured, playing gigs in all major UK cities.

The bands either played on a large articulated lorry that rolled into town centres or in a prime spot in an Urban Outfitters store. Each gig was promoted locally and nationally through PR and print editorial. Lee's flagship store on Carnaby Street, London, kick started the tour with two consecutive Saturdays of all-day gigs in the store's front windows, creating excitement and interest in the stores and brand awareness.

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• lee jeans
• pr
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• lee