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2023 One Show - Direct Marketing

Urban Miners

Agency NORD DDB / Oslo + NORD DDB / Stockholm

Client Elkjøp


Brand Partnerships

Annual ID


About the Work

It’s estimated that the amount of e-waste generated last year was over 57 million tons, but only 17% of it will be recycled. Why? Old gadgets might seem like a worthless piece of plastic, but they are actually full of precious metals the world needs to produce new electric devices in a more sustainable way. To encourage people to recycle their e-waste, we tapped into the world’s largest community of miners and brought their favorite game into the real world. Based on the insight that most of us have old or obsolete electronics in our homes, we teamed Elkjøp (the largest tech retailer in the Nordic countries) up with Microsoft (which owns the worlds biggest game Minecraft) to launch Urban Miner, an initiative that rewards Minecraft players with in-game currency for returning their e-waste. With the common goal of recycling e-waste, Microsoft and Elkjøp bridge the divide the physical and digital worlds in which their audiences exist, and transform people’s old devices into a source of value. And we did it with a really simple message: Be an Urban Miner. Your old gadgets are a goldmine. Recycle them and get Minecoins in return. Urban Miner demonstrate the power of taking a well known game mechanic into the real world. Rather than admonish people for contributing to e-waste or hoarding old devices, our approach was to highlight the problem and offer an attractive solution with a built-in incentive. In the same way that the characters in Minecraft mine for materials to make something new, we got people to “mine” their old electronics. This approach engaged and harness the power of the entire Minecraft Community, and have 16 weeks after the launch become an e-waste mining boom. Gamers are flocking to Elkjøp stores all over the Nordic’s. Since the campaign kicked off, Elkjøp has received over 17 tonns of old gadgets, given out more than 9 million Minecoins and experienced a 13,8 % increase in recycled e-waste. Because of Urban Miners behavioural impact we are now asked to take a look at the possibilities to export the idea to the largest tech retailers in the UK & USA.

2023 Awards

Total Points: 3




NORD DDB / Stockholm

Production Company

House Agency / STOCKHOLM
Bsmart / Stockholm

Art Director

Jens Østrem


Ingrid Hvidsten

Creative Director

Andre Gidoin
Frank Nystuen

Executive Creative Director

Simon Higby

Project Manager

Jorunn Wold

3D Lead

Lisa Abelli

Brand & Marketing Specialist Gaming

Nils Martin Øyo

Business Director

Aleksander Hetland

Client director

Paulina Draganja

Client Manager

Emma Gauci

Commercial Coordinator

Henning Nystad

Creative Producer

Robert Fernstedt

Integrated Marketing Manager

Sam Brody

Nordic Brand & Marketing Director

Christian Erga

Nordic head of PR & Communication

Jan Christian Thommesen

Sales Director Computing

Farshad Samsami

Senior Art Director Gaming

Martin Johansson

Senior Brand Manager

Harry Elonen


Christine Platon

Senior Product Marketing Manager

Jeff Rivait

VFX Lead

Pär Wahlund

Xbox Category

Nicholai Hamre


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