| Title | THE SKATE WASH DENIM |
| Brand | METERS\BONWE |
| Product / Service | FASHION & ACCESSORIES |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | JWT ALWAYS Shanghai, CHINA |
| Entrant Company: | JWT ALWAYS Shanghai, CHINA |
| Advertising Agency: | JWT SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Elvis Chau | JWT Shanghai | Executive Creative Director |
| Rojana Chuasakul | JWT Shanghai | Creative Director |
| Gavin Wang | JWT Shanghai | Art Director |
| Jun Qian | JWT Shanghai | Copywriter |
| Alvin Qi, Will Zhu | JWT Shanghai | Designer |
| Josephine Pan, Lily Sun | JWT Shanghai | Client Service |
| Jane Zhang, Joan Wang | JWT Shanghai | Agency Producer |
| Connie Ho | JWT Shanghai | Planner |
| Yang Bin | Producer | |
| Shanghai Kui You Advertising | Production House |
-It attracted a lot of youngsters to the skate park, meanwhile it was spread quickly on internet which created huge buzz. -MJeans, as a youth brand, got notice quickly by this special media built sales increased by 12%(at time of submission) and counting.
-The creative solution is to wrap the entire skate park with denim to become a unique denim skate park. The kids came with their skateboards, and a new media experience was born. -The skate park itself is a giant special media, which was spread out quickly though the popular media channels among youngsters as twitter or mobile snapshots.
-To enhance MJeans impact among youngsters through street culture. -MJeans target loves street culture. They want to be unique, and like unique experiences. -They like skateboard and frequently have fun in the skate park. -MJeans wants to own street culture while the skate park is a place where street kids hang out, thus the best media touch point.