Enigma has launched a national campaign for MobileMuster, the mobile phone industry’s recycling program, aimed at driving awareness and action around phone recycling.
The “However it Dies” campaign highlights the estimated 13 million broken and unused phones sitting in drawers across Australia, with 96% of a phone’s materials able to be repurposed.
Enigma worked with artist James Dive to create “Phone Death” art installations inside oOh!media panels, depicting common scenarios where phones are damaged, from dance floors to washing machines and the ocean. The installations have been placed in contextually relevant locations, including near nightclubs, laundromats and beaches.
“The power of this work is in the engaging way it brings static media to life,” Joel Murray, MobileMuster Marketing & Communications Manager, said.
“A wait at the bus stop becomes a branding and education moment – there’s no damage you can do to a phone that will make it un-recyclable, and MobileMuster is where you go to recycle old, broken phones. Enigma have come up with the kind of bold creative we’ve been looking for.
Simon Lee, Enigma CCO, said : “In a world that’s flooded with flat screen digital experiences, there’s something timelessly engaging about dimensional, mechanical works like these.
“The proof though, as they say, is in the pudding: minutes after installing the “phone crushing boot” artwork in Marrickville I watched a group of teenagers cluster around the panel to take a look.
“One of them pressed the button, and as the boot went to work on the end of its piston was heard to say: ‘this is actually cool’. Praise indeed!”
Enigma Chief Media Officer Justin Ladmore added: “It’s in projects like this that our integrated Media and Creative offering really comes into its own.
“Bringing this campaign into the world has required seamless collaboration between our two teams, oOh!media and Poly who played an invaluable role in helping us integrate these artworks into standard outdoor panels.”
Later this month, the campaign will extend with social content built around “True Phone Death” stories featuring viral footage of phone mishaps, along with an expanded out-of-home buy across nearly 400 sites in Sydney, Melbourne, Brisbane and Perth.
CREDITS
MobileMuster Marketing & Communications Manager: Joel Murray
Creative Agency: Enigma
Chief Creative Officer: Simon Lee
Creative Directors: Matt Ennis & Cam Brown
Strategy Director: Karl Bates
Executive Producer: Katie Hope
Managing Director: Jack Mason
Business Partner: Brendan Swansborough
Account Manager: Samantha Laidler
Media Agency: Enigma
Chief Media Officer: Justin Ladmore
Executive Director: Sally Lawrence
Senior Media Manager: Sophie Rivers
Production Company: Scoundrel/Studio Dive
Artist: James Dive
Producer: Charlie Taylor
Executive Producer/Co-founder: Adrian Shapiro
Artwork Construction: Yippee Ki-Yay
Poly, oOh!media’s creative and innovation hub
Technical Producer: Micheal McCarthy
Senior Producer: Maria Lentidoro
Production & Content Director: Richard Moore
oOh!media
Senior Business Leader: Cassandra Agnew
Business Manager: Daniel Decher-Reeves
Group Sales Leader: Jessica Nikolovski