Carissa Georgelos (AD) & Gavin Bailey (CW)
What is GiffGaff?
It’s a Scottish phrase meaning “mutual giving.” But it’s also a European mobile network about mutual benefit & finding innovative ways to give back to members & the planet.
The brief from the D&AD New Blood competition requested we demonstrate how GiffGaff gives back using OOH media.
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People want to effect change, but don’t know how. Further, there is no personal benefit to donating old phones.
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There are currently 55M old phones languishing in people’s drawers at home and their toxic materials often end up in landfills, damaging the environment.
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The Geological Time Scale (GTS), has a new addition: the e-waste layer.
Psychographic Insight:
Despite existing phone recycling programs, people are still not sending their phones in because 1) they’re unaware of such services and 2) returning packages is an absolute pain. -
Inspire actionable change against e-waste through interactive education.
Case Study Video
Earth’s Scalable Solution
Multiple installations placed across the UK in city parks and rural towns.
Users, initially piqued by the curious structure, will see the top layer visually represents the e-waste layer.
Relevant, short, and descriptive instructions on the installation will prompt the user to press the button which enables the structure to dispense a package from within.
When the packages are gone, the wedge will activate into a free hotspot hub.
Upon receiving the old unused phones from participants, GiffGaff will send an SMS message rewarding the consumer with free data, or a donation to the charity of their choice.