Belong launches refurbished smartphone initiative via Howatson+Company

Carbon neutral telco Belong has partnered with independent creative agency Howatson+Company to launch Second Life Phones, using Kingfisher’s mobile experience system to refurbish pre-owned smartphones for value and environmentally conscious consumers.

The new pre-owned smartphone program is an eco-friendly alternative to purchasing a brand-new device that removes the perceived compromise of buying second-hand.


Belong head of product and marketing, Aaliah Eggins-Bryson, said: “too many Australians believe mobile phones have no material impact on the environment than other things in their lives but in fact, every year, the world throws away around 44.7 million tonnes of tech. This is why we’ve launched Second Life Phones; because the most sustainable phone is the one that already exists.”

The launch campaign was directed by Rabbit’s Owen Trevor Black, subverting the tropes of typical phones launches with ultra closeup shots of an old man’s forehead, rather than the tech. The campaign recreates the experience of calling an older family member, posing the question: ‘why not consider life on a refurbished phone, which can be used in the same way as a new one?’.

The 45-second hero spot launches as part of an integrated campaign, with the launch film and 30″, 15″ and 6″ cuts rolling out across YouTube OLV and social, with extensions to OOH in the coming months.

Howatson+Company executive creative director, Gavin Chimes, said: “It has been amazing to work as partners with the brilliant Belong team to bring this program to life. We’re proud to be providing an alternative to unconscious tech upgrades. And when you consider what most of us use our phones for – brunch pics, baby spam, screaming goat videos – you probably won’t know the difference. But the planet will.”


Client: Belong
Agency: Howatson+Company
Founder/CEO Chief Executive Officer: Chris Howatson
Chief Creative Officer: Levi Slavin
Executive Creative Director: Gavin Chimes
Head of Production: Holly Alexander
Creative Directors: Jared Wicker, Elaine Li, Daniel Bolton
Design Lead: Reece Lawson
Group Business Director: Ollie Wearne
Business Director: Angela Lethbridge
Senior Business Manager: Maddy Phillips
Media Strategy: Howatson+Company
Media Trading: OMD
Production Company: Rabbit
Director: Owen Trevor Black
EP: Lucas Jenner
Assoc EP: Marcus Butler
DOP: Peter Eastgate
Casting Director: Felicity Byrne
Offline Edit: Arc Edit
Editor: Drew Thompson
Post EP: Daniel Fry
Post Production: White Chocolate
Grade: Fergus Rotherham
3D / VFX: Stage23
Sound Design & Audio Production: Rumble Studios
Music by Karl Casey @ White Bat Audio


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