In the city, for some time there have been several recycling containers (yellow, green, blue). Awareness about caring for the environment can be sensed on the street. Business areas were shocked with an unexpected appearance of a circuit of new containers – our red recycling containers! They were filled with old landline phones, simulating a massive collection of material made redundant by Vodafone's new substitution offering. This proposal was printed on the containers themselves.

Vodafone attracted 50.7% of the new signups in the market. More than 80% of moviegoers said that they would like to repeat the experience and 99% spontaneously identified it with Vodafone. The activity achieved strong media coverage. Vodafone led awareness ranking in cinema across the total advertising market.