Off the Wall Jeans – Sony’s Up-cycling Project

The Creativity Online website just posted a story about Sony’s Recycle Project Jeans.


In brief, what Sony did was take outdoor banners that had been used for ad campaigns and turned them into jeans which they then sold by displaying them on the side of the Sony building in Tokyo. Got that?

This video tells the story.

And if you want more background, read the interview with Kentaro Kimura. He is the co-CEO/Creative Director of Hakuhodo Kettle — the company Sony teamed up with to pull off this integrated up-cycling campaign.

Other examples of Hakuhodo Kettle’s work can be found here.  And if you go to their website, you will see an amusing video of a kettle on the move.


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