THE WALL SALE

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TitleTHE WALL SALE
BrandSONY MARKETING JAPAN
Product / ServiceSONY RECYCLE PROJECT JEANS
CategoryA05. Alternative Media
EntrantHAKUHODO KETTLE Tokyo, JAPAN
Entrant Company:HAKUHODO KETTLE Tokyo, JAPAN
DM/Advertising Agency:HAKUHODO KETTLE Tokyo, JAPAN

Credits

Credits

Name Company Position
Kentaro Kimura HAKUHODO Kettle Creative Director
Ken Funaki HAKUHODO Kettle Art Director
Ryuichiro Takase Sony Marketing Japan Advertiser's Superviser
Koichiro Iizuka HAKUHODO Copy Writer
Kazuaki Hashida HAKUHODO Kettle Planner
Yusuke Shimizu, HAKUHODO Planner
Norihisa Yamaguchi twoplatoon Designer
Kei Mizuta flowermotors Producer
Misato Noro HAKUHODO Planner
Shingo Kato HAKUHODO Planner
Sayaka Sakata HAKUHODO Kettle Planner
Akio Koda HAKUHODO Producer
Yoshikazu Majima HAKUHODO Producer
Takehiko Kawakubo HAKUHODO Producer
Toshiya Hiramatsu IZZM Producer
Takanori Sato IZZM Producer

The Brief

*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 into jeans. A pair of the jeans is unique because it's hand-made of Sony Ads with diversified designs. Exclusively selling 120 pairs for 180 USD each, and a portion of proceeds are donated to restoring World Heritage Sites. This is a tangible corporate branding activity by Sony. What is the best way to communicate the concept of this activity and direct the target to buy the jeans?

Creative Execution

We transformed a disposable advertising creative into a valuable product and the display design also transformed an advertising medium into a point of purchase. This offered a direct new and exciting way of shopping, directly engaged the public with the Sony spirit, and built a relationship and created pride of ownership.

Describe the creative solution to the brief/objective.

We sold the jeans 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 and to direct the target to want the jeans by the display design, selling at where the ad was run. People through binoculars choose a pair of jeans and a staff member roped down the wall to take off a selected jeans.

Results

Within one month, we sold the target number of jeans (over 90). 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.