Every year, more than 1,5 billion phones are manufactured around the globe, but only 1 to 2% are actually recycled*. It represents 80% of the negative impact of the digital world on the environment*; and is therefore the first source of digital pollution far above networks, data centers, or streaming impact.

In France alone, more than 100 million* smartphones lay forgotten at the bottom of people’s drawers. We wanted to respond to this challenge as a worldwide leader (“With great power comes great responsibility”) and position Orange as THE unequivocal leader of the circular economy in the telco business. In order to do so, we had to motivate and convince people to take action, adopt responsible gestures, and progressively change collective behaviors.
The biggest challenge was to reinvent ourselves from the inside when the business was doing well.

To change the world, we had to change ourselves first!

The creative idea is to give phones a second life in each stage/part of the campaigns.

Our goal was to show that our phone still has value when we decide to get another one, just as children’s toys. The play on childhood nostalgia has been very effective and provided a strong communication territory that we could build on year after year.

To give life to the Re program, our creative strategy was showing that doing something good for the environment was as simple as using a child’s toy.

We developed that for 3 years, through 3 campaigns:
Re Program (Recycle, Refurbish, Return, Repair) with the Toy campaign in 2021 & 2022,
Refurbished Phone with the Christmas campaign in 2022,
Benefit from buy-back in The Little Collector campaign in 2023.