Phone2Gold

Client: Orange

Leveraging its commitment to environmental responsibility, the French telecommunications company Orange launched a recycling program in 2020. However, French people were not inclined to recycle their phones, so Orange sought a creative approach to get that to change.

Being an Official Sponsor of Rugby World Cup France 2023 provided Orange with an opportunity to promote responsible practices.

We launched Phone2Gold, the first recycling program that transforms old smartphones into official rugby World Cup medals.

We carefully selected all the parts involved in the creation of the medals to make the process as environmentally responsible as possible.

Because the French believe only what they see, we recorded a video and showed them step by step the entire recycling process.

We used social media and important faces of rugby in France to spread the word around our initiative. We also had an in-person event and used PR to kick things off.

The campaign garnered media coverage and social media buzz, with a PR reach of 50 million. Notably, smartphone recycling increased by 45% in the months following the initiative, demonstrating the success of Phone2Gold in raising awareness and driving positive environmental impact.