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It has been nearly two years since the launch of Levi’s Soundwash campaign, we recently received our very first certificate from FWA for Site of the Day. Check out the full story

levis soundwash


To promote its After Dark collection, Levi’s has partnered TBWA\Tequila to launch a series of interactive videos  for users to create their own nighttime adventure. Themed We Rule The Night , the campaign literally allows users to rule the videos by selecting what the characters will do or where they will go. Each option takes them further into the story to create a personalised video experience.

The campaign was talked about on Campaign Asia  as well as Marketing Interactive . It was also shown on Best Ad on TV . On top of that, Levis After Dark won A Silver Effie  in the apparel category, and also a bronze AME  for most effective use of brand content

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. As part of the Levi’s Square Cut “Soundwash” campaign, we created a virtual laundromat where our audience could experience the unique “Soundwashing” technique.

The results were astounding, we received a bronze Young Guns award, Silver Kam Fan for best campaign, FWA site of the day , W3 Award Silver, A Webby Honoree for Best Visual Design. The biggest treat of all was the Effie awards , we took the stage by storm with 3 gold, 1 bronze and a Grand Effie and was publicized on Campaign Asia.

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