M Jeans Fashion & Accessories "The Skate Wash Denim"
Credits Corporate Name of Client: Meters\bonwe Agency Account Directors: Josephine Pan/Lily Sun Agency: JWT Always Shanghai, Shanghai Executive Creative Director: Elvis Chau Creative Director: Rojana Chuasakul Copywriter: Jun Qian Art Director: Gavin Wang Graphic Designers: Alvin Qi/Will Zhu Agency Producers: Jane Zhang/Joan Wang Producer: Yang Bin Production Company: Shanghai Kui You Advertising
Basic description of the project: What kind of jeans represents authentic street culture?
Mjeans invented an unconventional denim wash called the “Skate Wash.”
We turned an entire skateboard park into an outdoor ad, using more than 450 m² of denim to cover the paths and invited skateboarders to skate freely on the denim. A unique skate wash denim was “Born off the streets,” under the wheels. We cut the denim and used it for a limited edition street jeanswear.