| Title | SOUNDWASH |
| Brand | LEVI STRAUSS (HK) |
| Product / Service | SQUARE CUT JEANS |
| Category | C02. Special Build |
| Entrant | TBWA\HONG KONG, HONG KONG |
| Entrant Company: | TBWA\HONG KONG, HONG KONG |
| Advertising Agency: | TBWA\HONG KONG, HONG KONG |
| Name | Position |
|---|---|
| Mark Ringer | Executive Creative Director |
| Esther Wong/Betty Ho/Ken Hui | Creative Director |
| Mike Wu | Copywriter |
| Ken Hui/Jacqueline Hung/Joe Chow/Liou Ming | Art Director |
| Ricky Wong/Timon Wehrli | Photographer |
| Joe Lee/Ken Hui/Jacqueline Hung | Illustrator |
| Ken Hui/Jacqueline Hung | Typographer |
| Florence Kong/Pauline Wong/Carmela Yung/Pergee Lam/Hagan Chan | Account Manager |
| Bbh Singapore/Tbwa\tequila\hk | Planner |
We created a multidimensional and interactive experience combining music and self expression in a unique way. We invited our audience to wash their Levi's Square Cut jeans in sound in a special Sound Wash Machine in the Levi's Soundwash Laundry using music the audience had mixed themselves from specially developed Soundwash laundry mixes. The idea extended across packaging, a Laundromat, online and mobile.
Soundwash Laundry