Levi`s Design & Branding SOUNDWASH by TBWA\Hong Kong

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Industry Clothing
Media Design & Branding
Market Hong Kong SAR China
Agency TBWA\Hong Kong
Director Kevin Li
Executive Creative Director Mark Ringer
Creative Director Esther Wong, Betty Ho
Art Director Tony Mak, Liou Ming
Copywriter Mike Wu
Designer Lui Yuen Yi
Released May 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: LEVI STRAUSS
Product/Service: SQUARE CUT JEANS
Date of First Appearance: Jul 19 2010
Executive Creative Director: Mark Ringer (TBWA\TEQUILA\HK)
Creative Director: Esther Wong (TBWA\TEQUILA\HK)
Creative Director: Betty Ho (TBWA\TEQUILA\HK)
Creative Director/Art Director/Typographer: Ken Hui (TBWA\TEQUILA\HK)
Copywriter: Mike Wu (TBWA\TEQUILA\HK)
Art Director: Liou Ming (TBWA\TEQUILA\HK)
Art Director: Tony Mak (TBWA\TEQUILA\HK)
Art Director/Typographer/Designer: Jacqueline Hung (TBWA\TEQUILA\HK)
Typographer/Designer: Joe Lee (J Illustration)
Designer: Lui Yuen Yi (TBWA\TEQUILA\HK)
Strategy Partner: BBH Singapore / TBWA\TEQUILA\HK (BBH Singapore / TBWA\TEQUILA\HK)
Creative Technologist: Victor Norgren (TBWA\TEQUILA\HK)
Production House: Ricky Wong (Redtangle Workshop)
Production House: Timon Wehril (Reddog)
Director: Kevin Li (Fat Ball Slim)
Media placement: Print - East Touch, Milk, New Monday - 3 Aug 2010
Media placement: Instore visual merchandizing - Levi’s® stores - 19 Jul 2010
Media placement: Packaging - Soundwash laundry, Levi’s® stores - 5 Aug 2010
Media placement: Pop-up store - Silvercord (shopping mall in Tsim Sha Tsui, HK) - 5 Aug 2010
Media placement: Street event - Tsim Sha Tsui - 5 Aug 2010
Media placement: Viral video - Youtube, Levi’s® minisite - 26 Jul 2010
Media placement: Online mimisite - - 2 Aug 2010
Media placement: Online banners - Yahoo!HK, discuss.com, Uwants - 2 Aug 2010
Media placement: Mobile app - App store, Levi’s® minisite - 9 Aug 2010

Describe the brief from the client
With 4-6 new collections pitched each year, Levi’s must always be relevant, show originality and authenticity. The new collection launched in Jul 2010 is called the Square Cut Collection, named after classic pop songs with different jean “wash” styles. The brief was to promote this latest collection while reinforcing Levi’s leadership in the jeans category and to show originality as well as authenticity.

Describe the challenges and key objectives
Teens in Hong Kong do not particularly appreciate classic pop songs. They are also multi-tasking and gadget-oriented. So the challenge was to put jeans and music together, in a way that fully engaged our audience with the brand, while driving business growth and market leadership.

Describe how you arrived at the final design
As part of the Levi’s Square Cut “Soundwash” campaign, we created limited edition packaging inspired by laundry detergent. The playful, retro fonts overlaid the classic sunburst in an array of bright colours, paying homage to vintage 1950s American packaging. Each coloured box corresponds to a different style of music, bearing a uniquely designed graphic representing “Hip Pop”, “Canto-pop”, “Pop’n Roll”, “Electro-Popica”, and “Popera”. These packs were featured in a specially designed laundry pop up store.

Give some indication of how successful the outcome was in the market
In just 4 days, more than 10,000 people visited the Laundry.
From August 5-8, 2010 vs July 29 – August 1, 2010, Levi’s store traffic was boosted by 85% and the number of transactions increased by 66%. Overall sales at Levi’s store were up 80% and nearby store sales were boosted 57%.
Over HK$2.5 million generated in PR coverage.
The minisite generated an increase of 100% in page visits.
8,700 people joined the online lucky draw program in 4 days. 60,000 online conversations were generated.
The iPhone app became the top 2 music app in the iTunes store.