Title | THE WALL SALE |
Brand | SONY MARKETING JAPAN |
Product / Service | RECYCLE PROJECT |
Category | A05. Best Use of Ambient Media: Large |
Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
Entrant Company: | HAKUHODO KETTLE Tokyo, JAPAN |
Advertising Agency: | HAKUHODO KETTLE Tokyo, JAPAN |
Media Agency: | HAKUHODO DY MEDIA PARTNERS INC. Tokyo, JAPAN |
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 | Media Planner |
Yusuke Shimizu | HAKUHODO | Media Planner |
Kei Mizuta | flowermotors | Producer |
Norihisa Yamaguchi | twoplatoon | Designer |
Sayaka Sakata | HAKUHODO Kettle | Planner |
Misato Noro | HAKUHODO | 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 |
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.
We created the new form of media used to sell them at the place of origin: ZSony Building's Wall. We transformed an advertising medium into a point of purchase and into a catalog. This injected new value into the Sony Building, created walking media.
*What's Sony Recycle Project JEANS?* 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's 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 is a tangible corporate branding activity by Sony. What is the most appropriate media to communicate the concept of this activity? *Idea* A new form of media used to sell them at the place of origin: Sony Building’s wall. Vegetables at a farm taste better. Sushi at a fishing port tastes better. That is “farm fresh”. So we aimed to gain a better understanding for the recycling concept by this media, selling at where the ad was run.