| Title | THE WALL SALE |
| Brand | SONY MARKETING JAPAN |
| Product / Service | SONY RECYCLE PROJECT JEANS |
| Category | B02. Special Build |
| Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
| Entrant Company: | HAKUHODO KETTLE Tokyo, JAPAN |
| Advertising Agency: | HAKUHODO KETTLE Tokyo, JAPAN |
Credits | |
| Creative Director | Kentaro Kimura |
| Copywriter | Koichiro Iizuka |
| Advertiser's Supervisor | Ryuichiro Takase |
| Planner | Kazuaki Hashida/Yusuke Shimizu/Misato Noro/Sayaka Sakata/Shingo Kato |
| Account Manager | Akio Koda |
| Account Supervisor | Yoshikazu Majima/Takehiko Kawakubo/ |
| Producer | Kei Mizuta/ |
| Art Director | Ken Funaki |
| Other Credits | Designer/Norihisa Yamaguchi/Director/Toshiya Hiramatsu/Takanori Sato |
Sony started a brand new form of recycling. We regenerated a giant advertising tarp 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. We sold 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 of the recycling concept by selling at where the ad was run.