ADDYs/American Advertising Awards SILVER
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WHAT’S YOURS IS MINED

GiffGaff

AD: Tim Goetze, Gordana Jokanovic, & Alice Mullen
CW: Carter Garfinkel, Tim Goetze

Targeting UK smartphone users aged 18–35 who are already inclined to buy refurbished devices.

By spotlighting the often-ignored reality of cobalt mining in the Congo, we emphasize how choosing refurbished phones from giffgaff directly combats this exploitation, championing sustainability. While appealing to consumer ethics & environmental responsibility & positioning GiffGaff as a trustworthy, eco-friendly choice that turns hidden problems into tangible, positive change.

“Out of sight, out of mind.” You know the saying. Here’s another one: “Truth hurts, but silence kills.”

GiffGaff’s with Mr. Twain on this one.

WIFI HACK

Before you connect to the City of London public wifi, we are going to inconvenience you. Giffgaff will be hacking the London public wifi with a gamified ad.

DIGITAL

GiffGaff will put up full-page banner ads mimicking the actual website’s news articles. Because, let's face it, this is news that you need to hear. No matter how much they don't want you to hear it.

From clickbait to conglomerates, our message will be seen.

SOCIAL

These 6-second animated stories that double as digital OOHs, are placed in the areas our audience use their phones the most (YouTube, Instagram, and TikTok and the london public wifi map below for the digital OOhs) are designed to be little reminders about the dark side of the phone-tech they are viewing the ad on.

PHONE CASES

Much like Livestrong bracelets, we want the color of these phone cases to be synonymous with the refurbished movement and putting an end to cobalt mining.