| Title | SOUNDWASH |
| Brand | LEVI STRAUSS |
| Product / Service | SQUARE CUT JEANS |
| Category | A04. Other Consumer Products |
| Entrant | TBWA\HONG KONG, HONG KONG |
| Entrant Company: | TBWA\HONG KONG, HONG KONG |
| Advertising/Web Design Agency: | TBWA\HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Mark Ringer | TBWA\TEQUILA\HK | Executive Creative Director |
| Esther Wong | TBWA\TEQUILA\HK | Creative Director |
| Betty Ho | TBWA\TEQUILA\HK | Creative Director |
| Ken Hui | TBWA\TEQUILA\HK | Creative Director |
| Mike Wu | TBWA\TEQUILA\HK | Copywriter |
| Liou Ming | TBWA\TEQUILA\HK | Art Director |
| Tony Mak | TBWA\TEQUILA\HK | Art Director |
| Ken Hui | TBWA\TEQUILA\HK | Art Director |
| Jacqueline Hung | TBWA\TEQUILA\HK | Art Director |
| Tony Mak | TBWA\TEQUILA\HK | Designer |
| Ken Hui | TBWA\TEQUILA\HK | Typographer |
| Jacqueline Hung | TBWA\TEQUILA\HK | Typographer |
| Lui Yuen Yi | TBWA\TEQUILA\HK | Designer |
| Joe Lee | J Illustration | Designer |
| Jacqueline Hung | TBWA\TEQUILA\HK | Designer |
| BBH Singapore / TBWA\TEQUILA\HK | BBH Singapore / TBWA\TEQUILA\HK | Strategy Partner |
| Victor Norgren | TBWA\TEQUILA\HK | Creative Technogist |
| Ricky Wong | Redtangle Workshop | Production House |
| Timon Wehril | Reddog | Production House |
| Kevin Li | Fat Ball Slim | Director |
As part of the Levi’s® “Soundwash” campaign, we launched the first ever Soundwash Laundromat, online. The Soundwash Laundromat mini-site allowed customers to enter codes (from the back of “Soundwashing Formula” candy packets) into the lucky draw to win a pair of Levi’s® Square Cut jeans. The Soundwash idea was extended even further through virtual game, “Go Wash”, that let our audience personalize their own Soundwash mix with pictures and music, which could be used as a screensaver or shared with friends. Via the website, our audience could also watch online videos and get more detailed information about the Squarecut Collection.