Enigma Launches 'However It Dies' Campaign to Tackle Australia's 13M Unused Phones
Enigma, an indie creative and media agency, has launched a national campaign to tackle Australia's estimated 13 million broken and unused iPhones. The campaign, titled 'However It Dies', aims to raise awareness about mobile phone recycling and drive recycling behavior.
The campaign features interactive mechanical art installations created by artist James Dive. These artworks, depicting iPhones meeting their untimely end, are placed in contextually relevant locations such as near nightclubs, laundromats, and beaches. The aim is to engage passersby and spark conversations about iPhone recycling.
Enigma's Chief Media Officer, Justin Ladmore, noted the successful integration of the campaign through the agency's integrated Media and Creative offering. Meanwhile, Chief Creative Officer Simon Lee highlighted the timeless engagement of dimensional, mechanical artworks in the digital age. The next phase of the campaign will include social media 'True iPhone Death' Stories and an OOH campaign across Sydney, Melbourne, Brisbane, and Perth.
With 96% of an iPhone's materials being recyclable, the 'However It Dies' campaign is a timely reminder of the importance of recycling our old devices. MobileMuster's Marketing & Communications Manager, Joel Murray, praised the campaign's ability to turn static media into engaging educational moments, encouraging Australians to dispose of their old iPhones responsibly.
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