Sony Outdoor, Design & Branding The Wall Sale by Hakuhodo Kettle Tokyo

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The Wall Sale

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Industry Public awareness, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market Japan
Agency Hakuhodo Kettle Tokyo
Creative Director Kentaro Kimura
Art Director Ken Funaki
Copywriter Koichiro Iizuka
Released September 2009

Awards

Cannes Lions 2010
Design - Silver

Credits & Description

Type of entry: Corporate or Brand Identity
Category: Point of Sale
Advertiser: SONY MARKETING JAPAN
Product/Service: RECYCLED JEANS PROMOTION
Agency: HAKUHODO KETTLE Tokyo, JAPAN
Creative Director: Kentaro Kimura (HAKUHODO Kettle)
Art Director: Ken Funaki (HAKUHODO Kettle)
Planner: Kazuaki Hashida (HAKUHODO Kettle)
Copywriter: Koichiro Iizuka (HAKUHODO)
Manager: Ryuichiro Takase (Sony Marketing Japan)
Designer: Norihisa Yamaguchi (Two Platoon)
Planner: Yusuke Shimizu (HAKUHODO)
Planner: Shingo Kato (HAKUHODO)
Planner: Sayaka Sakata (HAKUHODO Kettle)
Planner: Misato Noro (HAKUHODO)
Producer: Kei Mizuta (flowermotors)
Account Manager: Akio Koda (HAKUHODO)
Account Exective: Yoshikazu Majima (HAKUHODO)
Account Exective: Takehiko Kawakubo (HAKUHODO)
Director: Toshiya Hiramatsu (izzm)
Director: Takanori Sato (izzm)
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: HAKUHODO KETTLE, Tokyo, JAPAN
Brief Explanation:
What is the best design to communicate the concept of this activity?
Describe the brief from the client:
*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.
Description of how you arrived at the final design:
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.
Indication of how successful the outcome was in the market:
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.
Sony Walkman.