We found the best way to communicate the Sony Recycle Project Jeans was to sell the jeans at their place of origin, the Sony building’s wall. So we produced a giant tarp of advertising (10m by 18m) and hung it on the Sony building in Tokyo. We aimed to promote a better understanding of the recycling concept by the display design, and by selling from where the ad was run. We sold the target number of 90 pairs of jeans and generated over $500,000 worth of publicity.
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