In 2009, Sony started a brand new CSR activity. We decided to regenerate a giant advertising tarp (10x18m) at the Sony Building in Tokyo.How could we inform the public of this activity without any advertising media cost?We created unique hand-made Sony jeans from the ad tarps. Exclusively selling 120 pairs for 180 USD each, and a portion of the proceeds were donated to restoring World Heritage Sites.Then we sold 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 where the ad was run.

Results:Sony is known for electronics but this time it was jeans.The items sold at the wall grabbed press’s attention.So we got a lot of free publicity - over 500,000 USD. Advertising media cost was nil.Moreover, in this recession, Sony got a lot of positive publicity.The CSR campaign finally became a new branding campaign for Sony.

STEP 1: We made 120 pairs of jeans from a giant ad tarp and we promoted the news 'Sony as a jeans brand' to the press.STEP 2:Secondly, we sold them at Sony building's wall. People through binoculars choose a pair of jeans and a staff member roped down the wall to take off a selected jeans.We invited the press agencies - some of which were from very popular magazines, web news and TV programmes in Japan - to this event, and let them cover this unique campaign.

Sony is known for electronics but this time it was jeans. The items sold at the wall grabbed press’s attention. So we got a lot of free publicity - over 500,000 USD. Advertising media cost was nil.Moreover, in this recession, Sony got a lot of positive publicity.The CSR campaign finally became a new branding campaign for Sony.