Levi's: Sound wash

The Levi's Soundwash Laundry to promote its Square Cut Jeans was launched as an 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. The TBWATequila Hong Kong campaign features special 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”, providing diverse channels for the audience to engage with Levi’s.