THE WALL SALE by Hakuhodo Kettle Tokyo for Sony Walkman

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THE WALL SALE

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Hakuhodo Kettle Tokyo
Creative Director Kentaro Kimura
Art Director Ken Funaki
Copywriter Koichiro Iizuka
Producer Takanori Sato, Kei Mizuta, Toshiya Hiramatsu
Account Supervisor Akio Koda, Yoshikazu Majima
Released September 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: SONY MARKETING
Product/Service: SONY RECYCLED JEANS PROJECT
Agency: HAKUHODO KETTLE
Creative Director: Kentaro Kimura
Copywriter: Koichiro Iizuka
Art Director: Ken Funaki
Account Manager: Takehiko Kawakubo
Account Supervisor: Akio Koda/Yoshikazu Majima
Advertiser's Supervisor: Ryuichiro Takase
Producer: Kei Mizuta/Toshiya Hiramatsu/Takanori Sato
Other Credits: Designer; Norihisa Yamaguchi
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: HAKUHODO KETTLE, Tokyo, JAPAN

Description of Ambient execution
*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.