New Blood Entry — Stolen Phones' Store
Award: Yellow Pencil
giffgaff / 2024
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. Since no brand is yet synonymous with refurbished, giffgaff asked us to make people do one simple equation: giffgaff = refurbished phones.
So, we created the boldest PR campaign ever: 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.
With this PR campaign, giffgaff sends a very powerful and unforgettable message: a refurbished phone is a phone stolen from waste.
What did the judges have to say?
Stolen Phones’ Store: This submission was awarded a Yellow pencil as it showed the breadth and maturity of thinking that underpin the fundamentals of a powerful creative PR idea. Showing awareness of the world the audience live in, it offers newsworthy and shareable experiences that pressed against current cultural attitudes. It has shock value, a strong identity and a clever story switch that turns a negative into a positive. Plus it talks about ‘refurbished’ in a new way for the sector.
Martin Reed, Deputy Head of Creative, MHP Mischief
Stolen Phones Store - This entry really encapsulated the giffgaff brand, showed an understanding of 'PR' and earned media and bought a smile to the face with its clever reveal.
Felicity Consterdine, Senior Brand Manager, giffgaff
Taken from recording - 'A brilliant, unique idea that really hit the bold element of the brief and spoke to the young audience the brief was aimed to reach. The key point of the brief was to land the message of refurbished phones, and it solved not only that but other challenges the brand faces, like second-hand black marekts for phones. A really thoughtful, well rounded campaign, and the creators should be incredibly proud!'
Viola Hazlerigg, Associate Creative Director, The Romans