|Title||THE SKATE WASH DENIM|
|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|
|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|
|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.