Cannes Lions

SONY RECYCLE PROJECT JEANS

HAKUHODO KETTLE, Tokyo / SONY / 2010

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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 a one and only design because it is hand-made from Sony Ads with diversified design. Exclusively selling 120 pairs for 180 USD each, a portion of proceeds are donated to restoring World Heritage Sites. This activity is a tangible corporate branding activity by Sony.This Youtube film acted by only 8 dancers wearing these jeans is named "Recycle Dance".

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