*What is the Sony Recycle Project JEANS?*In 2009, Sony started a brand new form of recycling. We reused a giant advertising tarp (10x18m) at the Sony Building in Tokyo to make jeans out of it. A pair of these 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 part of the proceeds are donated to restoring World Heritage Sites. This activity is a tangible corporate branding activity by Sony.

What is the best design to communicate the concept of this activity?

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.We transformed a disposable advertising design into a valuable product and the display design also transformed an advertising medium into a point of purchase. This is an evolving, ever-changing design of the product catalogue and a new design in brand experience.

Design the display to sell them at the place of origin: The 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 the display design, selling where the ad was run.