The U.K.'s Lee Cooper, which goes back to 1908 and bills itself as "The Original European Denim Company," seemingly nods to the glory days of punk proletarianism with a new autumn/winter multimedia campaign created by Gyro. "European brands don't usually celebrate the working class; most are faux aristocratic and aspirational or play on American street culture," says Gyro CEO/CD Steven Grasse. But Lee Cooper, "born of the Industrial Revolution" and a supplier to British working-class youth, "celebrates working-class values," claims Grasse. A series of outdoor, print and POS ads, seen initially in France, are complemented by a viral video featuring the Rifles