We decided to sell 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. These are "farm fresh". So we aimed to gain a better understanding of the recycling concept and to direct the target to want the jeans by the display design, selling them where the ad was run.

The Sony Recycle Project was a brand new form of recycling in 2009. We regenerated a giant advertising tarp (10x18m) at the Sony Building in Tokyo into jeans. The pairs of jeans are unique because they are hand-made from Sony Ads from diverse designs. Exclusively selling 120 pairs for 180 USD each, and a portion of proceeds are donated to restoring World Heritage Sites. This is a tangible corporate branding activity by Sony.What is the best way to communicate the concept of this activity and direct the targets to buy the jeans?

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 worth over $500,000. Most of the funding was covered by the sale of the jeans.

We transformed a disposable advertising creative into a valuable product and the display design also transformed an advertising medium into a point of purchase. This offered a direct new and exciting way of shopping, directly engaged the public with the Sony spirit, and built a relationship and created pride of ownership.