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 an advertising medium into a point of purchase. This injected new value into the Sony Building, created walking media, and served to lead a new recycling society.

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.

*What's 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's hand-made of Sony Ads with a diversified design; exclusively selling 120 pairs at US$180 each and a portion of proceeds are donated to restoring World Heritage Sites. This activity is a tangible corporate branding activity by Sony.What is the most appropriate media to communicate the concept of this activity?*Idea*A new form of media used to sell 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 for the recycling concept by this media, selling at where the ad was run.