New Blood Entry — Build a Future from Old Brick Phones

Giffgaff required a disruptive campaign that would encourage young people to recycle their old phones, via post, for cash. This concept leans towards the sustainable contribution of selling valuable e-waste materials, which will be used to build green infrastructure.

The audience were revealed to have little interest in selling phones, though, with reducing e-waste they showed support. The approach focuses on the convenience of selling phones for its environmental benefit. Research showed that existing brands like Mazuma Mobile were successful due to the strength of the mascot. The bold, overlaying art style and brick layer robot characters were then designed to bring a memorable face to giffgaff, while demonstrating the belief that the campaign aims to express.