THE SKATE WASH DENIM

Short List
TitleTHE SKATE WASH DENIM
BrandMETERS\BONWE
Product / ServiceFASHION & ACCESSORIES
CategoryA05. Alternative Media
EntrantJWT ALWAYS Shanghai, CHINA
Entrant Company:JWT ALWAYS Shanghai, CHINA
DM/Advertising Agency:JWT SHANGHAI, CHINA

Credits

Name Position
Elvis Chau Executive Creative Director
Rojana Chuasakul Creative Director
Gavin Wang Art Director
Jun Qian Copywriter
Alvin Qi/ Will Zhu Designer
Josephine Pan/ Lily Sun Client Service
Jane Zhang/ Joan Wang Agency Producer
Connie Ho Planner
Yang Bin Producer
Shanghai Kui You Advertising Production House

The Brief

-MJeans wants to own street culture. Thus its target are those youngsters who love street culture, stylish and unique. We chose the skateboard players. -We need to create something close to these youngsters. It has to arouse their interest immediately and let them join in. They will have a deep impression of MJeansā€™ street spirit for a long time. MJeans' street culture.

Creative Execution

Challenging different slide ways or actions is the hot things among the young skateboard players. Therefore, an unprecedented denim skate park will absolutely arouse their interest and push them to try. Besides, their relationship with MJ will get closer through the activity. As a crossover location of street culture and jeans, skate park is a best place to communicate with our target.

Describe the creative solution to the brief/objective.

We wrapped a famous skate park with denim and attracted players to skateboard on it. They could challenge all kinds of high difficult actions on this brand new stage, through which it will leave a strong impression that the brand represents the street culture.

Results

The event created heated discussion in Shanghai skateboard circle. After the Denim Skate Park was built up, the traffic in Top Toys Skate Park increased nearly 50%. Meanwhile the event message was forwarded on twitter by almost 8000 times and thousands of comments were received. The MJeans store visitors and sales increased 30% and 20% respectively.