The skate wash denim

Imaginée par la marque de vêtements en denim M Jeans pour s’assurer une excellente promotion tout en lançant une collection aussi originale qu’exclusive, un petit coup de projecteur sur cette intéressante opération visant à créer une gamme de pantalon streetwear dont la toile a été exclusivement usée sous les roues des planches de skate. L’idée ? L’équipe de la Mark, le fondateur de la marque, a tout simplement recouvert l’intégralité d’un skate park et de ses obstacles avec la fameuse toile – neuve – et a laissé les skateurs du coin faire leur travail d’usure en pratiquant leur discipline. Tous les détails en vidéo dans la suite !

Tous les détails en vidéo

Image de prévisualisation YouTube

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.

Thx Nico ;)

Photography
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Inspiration – 14 Years / 41 Logos by Mash Creative