SXSW Sydney: Rethink Everything and Kingfisher team for unique global campaign

Mobile experience company Kingfisher and indie creative agency Rethink Everything have unveiled a unique new global campaign at SXSW Sydney this week, the ‘World Phone Amnesty’.

The campaign aims to change the behaviour of smartphone users – encouraging people to repurpose, recycle and reuse billions of redundant mobile phones.

According to Kingfisher, across the world 5.3 billion smartphones will end up in landfill or the back of a drawer, and the ‘World Phone Amnesty’ hopes to reduce this environmental footprint.

Co-founders of Rethink Everything, Mike Spirkovski and Vanessa Liell, said they believe the ‘World Phone Amnesty’ will be a win-win for consumers and the planet.

It’s a “simple and small task to kick a global problem”, according to Spirkovski.

“Consumers want to do the right thing,” he continued “However, understanding what that is, in a sea of conflicting information, is a challenge. As mobile phone consumption accelerates, this campaign provides truth and clarity to enable genuine and impactful change.”

Liell added: “We know changes in consumer demand drive innovative solutions. However it is changes in consumer behaviour that have impact.”

Chief marketing officer at Kingfisher, Luke Nathans, said: “Mike and the Rethink Everything team have done an excellent job of bringing the idea of the ‘World Phone Amnesty’ to life with just the right balance of creativity and pragmatism.

“The ‘World Phone Amnesty’ starts with one small behaviour change that can bring massive incremental change for the planet,” he insisted.

“We’re not asking people to stop buying new phones, just to hand in their old ones when they get a new one. Approximately 83% of a phone’s carbon emissions comes from manufacturing, shipping, and first-year usage. If we can give phones two or three new lives, we can make a real difference.”

Along with the new spot, the campaign features a website that offers resources to demonstrate how, through a simple behaviour change, people can get involved in the circular mobile phone economy.

The global campaign is out across TV, website, digital, social and PR.


Client: Kingfisher
Co-founder and CEO: Georgiann Reigle
Chief marketing officer: Luke Nathans
Brand director: Leanne Henderson
Head of marketing: Miguel Garcia

Creative agency: Rethink Everything
Managing partner & CCO: Mike Spirkovski
Partner & strategic comms: Vanessa Liell
Art director: Flavio Fonseca
Copywriter: Mike Burdick
Art director: Guy Collins
Brand designer: Brad Walker
Account director: Jennifer Greatrex

PR agency: eckfactor, Karen Eck

Production company film/website: Vandal
Managing director: Brenden Johnson
Executive producer: Anna Greensmith
Producer: Laura Tenison
Creative director: Chris Scott
Lead motion designer: Jimmy Buckle
Motion designer: Pete Nizic
3D designer: Will McNamara
Senior sound designer: Nigel Crowley
Production assistant/editor: Phillip Muzzall
Director of technology: Sarthak Sachdeva
Senior developer: Nicholas Tsaoucis
UI designer/developer: Louis Smith


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