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 from Sony Ads with diversified design. Exclusively selling 120 pairs for 180 USD each, with a portion of proceeds are donated to restoring World Heritage Sites. This activity is a tangible corporate branding activity by Sony.Challenge:What is the best way to communicate the concept of this activity?

We created a new form of media used to sell them at the place of origin: Sony Building’s wall. This idea from media is the creative idea.

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