*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 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.*Challenge*What is the best way to communicate the concept of this activity?*Idea*Selling them at the place of origin: Sony Building’s wall.Vegetables at a farm taste better. Wine at a winery tastes 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.

*Results*As of end of November, we have sold the target number of 90 pairs. Advertising media cost is none, but we got the publicity over $500,000 worth. Most of the funding was covered by the sales of the jeans.

Outdoor advertisements are bound to be useless once a campaign is over, but we transformed a disposable outdoor advertising creative into a valuable product. We also transformed an outdoor advertising medium into a point of purchase.