Title | THE SKATE WASH DENIM |
Brand | METERS\BONWE |
Product / Service | FASHION & ACCESSORIES |
Category | A05. Alternative Media |
Entrant | JWT ALWAYS Shanghai, CHINA |
Entrant Company: | JWT ALWAYS Shanghai, CHINA |
DM/Advertising Agency: | JWT SHANGHAI, CHINA |
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 |
-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.
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.
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.
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.