Matthew Miller
Jul 21, 2014

Zoo animals attack denim for a good cause

JAPAN - Working with I&S BBDO, a fundraising group for a zoo in Japan has just wrapped up a charitable auction where blue jeans fetched up to US$1500 per pair because the denim had been 'distressed' by the zoo's lions and tigers and bears.

The Mineko Club, a volunteer group in Hitachi City, is working to raise funds for revitalisation of the Kamine Zoo.  

The zoo wrapped the animals' playthings, such as an old tire and a giant rubber ball, in denim, then let the animals claw, slash and bite the fabric for a while. It then offered jeans made from the distressed fabric for sale through a Yahoo auction, which took place from 7 to 14 July.

Pairs of jeans 'designed by lions' sold for ¥152,000 (US$1,494) and ¥51,000 (US$501), while a pair 'designed by tigers' also sold for ¥152,000. The proceeds will be divided 50-50 between the WWF Japan and the Kamine Zoo. At the zoo, the funds will help fund improvements to the animals' environments.

The project received promotion through an exhibition at the Kamine Zoo’s Elephant Café, a press event for local media on the exhibition's opening day and a website. The event also generated a respectable amount of earned-media coverage.

 

Related Articles

Just Published

4 hours ago

Creativity is key to driving sustainable living

SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.

4 hours ago

Greater precision and effectiveness with AI

SPIKES ASIA X CAMPAIGN: Embark on a journey to discover and push the boundaries of alternative applications of AI in connecting the trinity of the brand, the media and the creative to propel marketing effectiveness.

4 hours ago

China's media dystopia

SPIKES ASIA X CAMPAIGN: A panel from Mindshare imagines the various potential fates of media in the world’s most advanced digital market, China, based on the emerging technologies and changing consumer trends we see today.

5 hours ago

Upcycling creative content: Making the most out of ...

SPIKES ASIA X CAMPAIGN: Business and creative experts explores a leaner, meaner, more cost-efficient, and more agile creative methodology.