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The NEW Category
Entrant: JWT Always Shanghai, Shanghai
M Jeans Fashion & Accessories
"The Skate Wash Denim"
Media Type: Direct, Live Events, Outdoor/Poster
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
Agency Producers: Jane Zhang/Joan Wang
Designers: Alvin Qi/Will Zhu
Production Company: Shanghai Kui You Advertising
Producer: Yang Bin

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 450m2 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 limit edition street jeanswear.

LIA 2011©

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