Category

Award

THE SKATE WASH DENIM

ClientMETERS\BONWE
ProductFASHION & ACCESSORIES
EntrantJWT ALWAYS Shanghai, CHINA
Type of EntrySectors & Services
CategoryConsumer Products
TitleTHE SKATE WASH DENIM
Product/ServiceFASHION & ACCESSORIES
Entrant Company:JWT ALWAYS Shanghai, CHINA
PR/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

Describe the campaign/entry:

MJeans is a young jeans brand, representing the spirit of street culture. We need to create an image that MJ equals to street culture among those young street-culture lovers. Thus we designed a “Denim Skate park”. It was all wrapped in denim and the skateboard players were invited to challenge different high difficult actions. The rubbed denim was cut and designed into jeans for limited sale. Eventually the event has created heated discussion in skateboard circle. Thousands of people paid attention to this event on internet.

Describe the brief from the client:

MJeans is a young jeans brand, representing the spirit of street culture. The objective is to make the young street-culture lovers get to know that MJ is a young brand equals to street culture thereby have a good impression and proud of it.

Results:

Eventually the event has created heated discussion in skateboard circle. Thousands of people paid attention to this event on internet.

Execution:

We designed and built up a unique Denim Skate Park in Shanghai Top Toy. It was all wrapped in denim and the skateboard players were invited to challenge different high difficult actions. The skateboard players were invited to show their talents. The rubbed denim was cut and designed into jeans for limited sale. The event was completely executed as planned and the result is terrific.

The Situation:

The communication of jeans brands usually use pretty models to stress on their stylish design but rarely get into the target’s life. As a representative location of street culture, the skate parks are mostly sponsored by sports brands. To MJ who wants to create the image of “street culture brand”, it’s a good try to combine both the elements. Therefore, we specially designed the event of “Denim Skate Park”.

The Strategy:

We designed a “Denim Skate Park”. It was all wrapped in denim and the skateboard players were invited to challenge different high difficult actions. The rubbed denim was cut and designed into jeans for limited sale.