The Brief: To reinforce Levi’s® leadership in the jeans category and to show originality as well as authenticity. To promote the latest Levi’s® Square Cut 2010 Collection named after classic songs with different washes on the jeans. To provide a non-traditional consumer engagement strategy to ensure the focused messaging.
The Solution: We created a multidimensional and interactive experience combining music and self expression in a unique way. We invited our audience to wash their Levi’s® Square Cut jeans in sound in a special Sound Wash Machine in the Levi’s® Soundwash Laundry using music the audience had mixed themselves from specially developed Soundwash “laundry” mixes. The idea extended across packaging, a Laundromat, online and mobile.
The Results: Store traffic up 85% Over 10,000 visitors to the Soundwash Laundry in just 4 days Over HK$2.5 million of PR 60,000 online conversations 100% increase in Levi’s website page visits Soundwash iPhone app rated #2 Special Edition package sell through rate up 125%
Executive Creative Director:Mark Ringer
Creative Director:Ken Hui, Esther Wong, Betty Ho
Art Director:Ken Hui, Jacqueline Hung, Liou Ming, Tony Mak, Victor Norgren
Copywriter:Mike Wu Digital
Flash Designer:Lui Yuen Yi
Illustrators:Joe Lee, Ken Hui, Jacqueline Hung
Typographers:Joe Lee, Ken Hui, Jacqueline Hung
Photographer:Ricky Wong, Timon Wehrli
Production House:A Sound Device Company