Rogue appliances roam the streets in Currys’ sustainability push
The spot from AMV BBDO and Spark Foundry promotes the retailer’s trade-in initiative.
In a bid to reduce the number of appliances that end up in landfill, and following the news that the UK was the world’s second-largest generator of e-waste last year, Currys has developed a new scheme to recycle old goods.
In ‘Long Life Tech,’ viewers see a past-its-best TV, vacuum and mobile phone navigate the streets as they try to make their own way to a Currys store, having been left unused for so long.
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Cheekily, on the day of the shoot, the motorized props were released to an unsuspecting public to capture people’s natural reactions.
Ernest Osafo, advertising lead at Currys, commented: “When we worked on the concept for our ‘On My Way To Currys’, our main objectives were to assert ourselves as the experts and authority within our sector while giving our customers reassurance that we are here to help with all their recycling needs.
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We crafted a piece that invokes intrigue and amusement while communicating that Currys tech experts are ready and waiting to ensure customers get value for their old tech, and are able to recycle unused items sustainably”.
The campaign will run on social from today and coincides with Currys major trade-in event that launched in February and is running until April 25.
AMV BBDO creative directors Jeremy Tribe and David Westland added: ‘‘Over half a billion items of used tech are currently being hoarded in UK homes destined for landfill, yet they still hold some value. Currys, the UK’s largest tech recycler, wanted to ensure people couldn’t ignore the problem so we created self-driving old tech appliances and unleashed them on the streets as they headed to Currys to be traded in and recycled.”
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