Background
Since no brand is yet synonymous with refurbished, giffgaff asked us to make people do
one simple equation: giffgaff = refurbished phones. Refurbished phones are a rising trend.
Not only do they represent a smart way to save money, but they’re also a great way
to save the environment.
Idea
We all know that giffgaff is always up to good, that’s why we found the most reasonable solution: we opened a stolen phones’ store located in London, where every 6 minutes,
a phone is stolen. But after a week, we revealed our real purpose:
we are selling phones stolen… from waste!
That’s because by selling refurbished phones, giffgaff steals them from waste,
so that people don’t have to buy a brand new phone, which would be very harmful
for the environment.
With this PR campaign, giffgaff sends a very powerful and unforgettable message:
a refurbished phone is a phone stolen from waste.
video case
Art director: Sara Camera; Silvia Casati, Emanuele d'Alessandro, Amina Seck Copywriter: Camilla Tura de Marco
