THE SKATE WASH DENIM by J. Walter Thompson Shanghai for MetersBonwe

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THE SKATE WASH DENIM

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Ambient, Case study
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Elvis Chau
Creative Director Rojana Chuasakul
Art Director Gavin Wang
Copywriter Qian Jun
Designer Alvin Qi, Will Zhu
Producer Yang Bin
Released February 2010

Awards

Spikes Asia 2011
Promo & Activation Use of Media Gold
Media Use of Media Silver
Design Corporate or Brand Itendity Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser: METERS\BONWE
Product/Service: FASHION & ACCESSORIES
Agency: JWT ALWAYS Shanghai, CHINA
Executive Creative Director: Elvis Chau (JWT Shanghai)
Creative Director: Rojana Chuasakul (JWT Shanghai)
Art Director: Gavin Wang (JWT Shanghai)
Copywriter: Jun Qian (JWT Shanghai)
Designer: Alvin Qi, Will Zhu (JWT Shanghai)
Client Service: Josephine Pan, Lily Sun (JWT Shanghai)
Agency Producer: Jane Zhang, Joan Wang (JWT Shanghai)
Planner: Connie Ho (JWT Shanghai)
Producer: Yang Bin ()
Production House: Shanghai Kui You Advertising ()
Results and Effectiveness:
-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.
Creative Execution:
-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.
Insights, Strategy and the Idea:
-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.