Title | THE WALL SALE |
Brand | SONY MARKETING JAPAN |
Product / Service | SONY RECYCLE PROJECT JEANS |
Category | A09. Environmental Design |
Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
Entrant Company: | HAKUHODO KETTLE Tokyo, JAPAN |
Design/Advertising Agency: | HAKUHODO KETTLE Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Kentaro Kimura | HAKUHODO Kettle Inc | Creative Director |
Ken Funaki | HAKUHODO Kettle Inc | Art Director |
Ryuichiro Takase | Sony Marketing JAPAN | Advertiser's Superviser |
Koichiro Iizuka | HAKUHODO | Copy Writer |
Kazuaki Hashida | HAKUHODO Kettle Inc | Planner |
Yusuke Shimizu | HAKUHODO | Planner |
Norihisa Yamaguchi | twoplatoon | Deginer |
Kei Mizuta | flowrmotors | Producer |
Misato Noro | HAKUHODO | Planner |
Sayaka Sakata | HAKUHODO Kettle Inc | Planner |
Shingo Kato | HAKUHODO | Planner |
Akio Koda | HAKUHODO | Producer |
Yoshikazu Majima | HAKUHODO | Producer |
Takehiko Kawakubo | HAKUHODO | Producer |
Toshiya Hiramatsu | izzm | Producer |
Takanori Sato | izzm | Producer |
Design the display to sell them at the place of origin: Sony Building’s wall. Vegetables at a farm taste better. Wine at a winery tastes better. Sushi at a fishing port tastes better. That is “farm fresh”. So we aimed to gain a better understanding of the recycling concept by the display design, selling at where the ad was run.
*What is Sony Recycle Project JEANS?* In 2009, Sony started a brand new form of recycling. We regenerated a giant advertising tarp (10x18m) at the Sony Building in Tokyo to jeans. A pair of the jeans is a one and only design because it is hand-made of Sony Ads with diversified design. Exclusively selling 120 pairs for 180 USD each, and a portion of proceeds are donated to restoring World Heritage Sites. This activity is a tangible corporate branding activity by Sony. What is the best display design to communicate the concept of this activity?
We transformed a disposable advertising design into a valuable product and the display design also transformed an advertising medium into a point of purchase. We wanted to create an evolving, ever-changing design of the product catalogue and a new design in brand experience.
Within one month, we sold the target number of jeans. The cost of the advertising medium was free, but we got publicity of over $500,000. Most of the funding was covered by the sales of the jeans.