Levi’s Hong Kong launches “Soundwash” jeans

TBWA\Tequila Hong Kong and Levi’s Hong Kong has invented a new way for youth audiences to express themselves with Soundwash, a concept developed for its Square Cut collection featuring five new styles of jeans.

Soundwash is a multi-dimensional interactive brand and music experience that lets the audience choose their favorite jeans style and then “Soundwash” the jeans to their favourite style of music including rock, hip hop and canto pop across multiple platforms.

Creatively, Soundwash cleverly rediscovers the authenticity of the classic American laundry and collides it with cutting-edge music styles to create a completely original brand experience using a Soundwash “machine”.

The concept is supported by limited edition packaging and gift accessories, a special Soundwash Laundry pop-up store in high traffic Tsim Sha Tsui, a branded iPhone game app, website and online viral video featuring local music band “Mr”.

The Soundwash iPhone app includes a highly engaging game where friends can compete with each other and see who can Soundwash the most number of jeans in 30 seconds. The top scorer of each week will receive a pair of Levi’s Square Cut jeans.