Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

*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.