Cannes Lions

CELL PHONE RECYCLING CAMPAIGN

DPZ, Sao Paulo / VIVO / 2009

Overview

Entries

Credits

Overview

Execution

We began showing this way of thinking in a magazine advertisement, on a website – where people sent suggestions and ideas for a better world – and on placards, which were printed on double-sided cloth bags instead of paper.Afterward, 2,000 people from throughout Brazil shared their photos with Vivo and these photos became a TV commercial, where a sequence of photos showed these people connected and doing incredible things.Later there were also new advertisements and a new website, where people could make a new film immediately.

Outcome

Over 4,000 volunteers participated in the campaign. The video was viewed almost one million times in two weeks on YouTube, where it was the most-watched video in Brazil and the seventh most-watched in the world. Users also made remixed versions of the commercial. There were 3,000 bags distributed, the site received approximately 2,000 ideas to make a better world, and most important: 1.5 million cell phones were collected.

Similar Campaigns

12 items

vivo X80 new product launch campaign

KARMA ADVERTISING, Shanghai

vivo X80 new product launch campaign

2023, VIVO

(opens in a new tab)