In the wash. Underfoot. Dropped…phones suffer awful untimely deaths. MobileMuster recycles them. Australians are not great as using its services. So Enigma has created a series of eye-catching installations to make sure that phones have a better resting place than the back of drawer.
There are an estimated 13 million broken and unused phones lying forgotten in drawers across Australia, and 96% of a phone’s materials can be repurposed. But awareness of why and how to recycle phones is low. The However it Dies campaign is designed to change this and help drive a new wave of recycling behaviour.
For the installations leading the campaign, Enigma collaborated with multidisciplinary artist, James Dive, to create a series of Phone Death art installations within standard oOh!media out-of-home panels. The interactive mechanical art works dramatise well-known scenarios where phones meet their untimely end – from a dance floor, to taking a spin in a washing machine and a dip in the ocean. Each installation is placed tactically in a contextually relevant location – near nightclubs, inner city laundromats and the beach.
MobileMuster marketing & communications manager, Joel Murray, stated, “The power of this work is in the engaging way it brings static media to life. 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.”
Enigma CCO, Simon Lee, added, “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.”
The next phase of the campaign will launch later this month, including social media True Phone Death Stories – using real viral footage of spectacular phone failures, and an OOH campaign including large format roadside, street furniture and train station media, in close to 400 locations across Sydney, Melbourne, Brisbane and Perth.
Credits:
Client: 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 & 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
