Nokia recycles old phones to put the different material used to make the phones back into use. For example, to make a variety of household appliances.

The films in this campaign dramatize the effects of using something that was previously a part of a cellphone to make another household appliance.

The creative solution was to do a series of spots that dramatise the effect of using the recycled material from a cellphone to manufacture common household appliances. The spots showed the appliances displaying some of the distinctive characteristics of a cellphone. Not only did the creative solution communicate Nokia's recycling initiative, it also clearly set the context in which the recycled materials were being used.

The following are the recorded results of the campaign: Site Visits 110,855 Absolute Unique Visitors 103,400Page views 124,554New Visits 93.13%60 tonnes of phones and phone accessories were donated for recycling as a result of this campaign.