New Blood Entry — Back to the City
Award: Yellow Pencil
giffgaff / 2022
PROBLEM
Giffgaff’s refurbishing service needs more recognition from an environmental standpoint. They need to show they really do give back!
INSIGHT
People are more likely to act altruistically when promised proof of success. We created an activity that, by showing people a direct result, shows the effectiveness of recycling old phones.
SOLUTION
For a limited time, giffgaff will gather people's old phones and promise participants that their components will be used towards repairing public use objects all around London. Thanks to their TAG, these objects are easily recognizable and will be seen all around London!
What did the judges have to say?
"The Back to the City idea was brilliant in every way - a great innovative idea that was executed with real class - it's the kind of work that wins ECD's hearts and big fat creative awards."
Hugh Todd, Creative Director, Freelance
"Simple ideas that were universal and fresh. The winning works have lots of potential to get expanded into bigger ideas."
Masaya Asai, CCO, Droga5 Tokyo