Telstra has made a synthesiser from e-waste in a campaign with +61 and Bear Meets Eagle to highlight Australia’s growing e-waste problem by encouraging people to give their old devices a second life. Australians produce 22kg of e-waste per person, per year, making the country one of the highest producers of e-waste globally.
Blake Crosbie, managing director, +61, explained, “Rather than just tell consumers to recycle e-waste we wanted to encourage them to imagine the possibilities a simple action like bringing an old device in can actually make.”
Telstra’s goal is to re-use, recycle, repair, or donate one smart device for every two sold, by 2030.
The synthesiser was created with Australian electronic music duo, The Avalanches, and designed and built by Scott Stirling and & Hugh Burridge. It was made by recycling e-waste components from old phones, modems, soundboards, and a vintage game controller, and will reside in Telstra’s flagship discovery store on Bourke St for two months before finding its forever home.
Robbie Chater, The Avalanches, commented, “We wanted to show that e-waste can be repurposed into something that people can relate to universally. Through music, we are demonstrating the amazing link between sustainability and creativity.”
Alita McMenamin, head of brand and communications, Telstra, added, “Telstra has a long track record supporting customers and community in doing better by the environment, including taking steps to progress a circular economy. This campaign helps to highlight how we’re evolving our approach with a new 2030 target that aims to keep more devices and materials in use for longer.”
Credits:
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand Comms: Alita McMenamin
Head of Brand: Nicola Reeves
Marketing Specialist: Rosalind Lewis
Creative Agencies: +61 & Bear Meets Eagle On Fire
Media: OMD Australia
Production & Post-Production Company: Revolver
Director: Matt Devine
Design Director, VFX Artist, Colourist & Editor: Scott Stirling
Designers: Scott Stirling & Hugh Burridge
Directors of Photography: Stefan Duscio & Tommy Thoms
Managing Director Revolver MD & Co-Owner: Michael Ritchie
Executive Producer: Pip Smart
Producers: Lily Warland & Alex Kember
Editors: Luke Crethar & Kent Hau
Colourist: Ben Eagleton
Music & Sound: The Avalanches
Executive Producers: Sophie Haydon & Haylee Poppi
Sound Engineer: Josh Dives
Sound: Sonar Music
PR: Herd MSL
