Give the Gift of Connection, ReBoxingDay


Client: Vodafone

Even in our hyper-connected world, millions in the UK currently live in digital poverty, meaning they lack the devices or means to stay connected. Through the ‘everyone.connected’ initiative, Vodafone aimed to close this digital divide by connecting 1 million households by the end of 2022. To do this, we needed people’s old devices.

To get people to open their hearts (and their junk drawers), we created a brand experience that inspired people to unleash their inner Santa and donate their old devices. Using technology never before seen in the UK, we grabbed attention and shone a spotlight on every donor; and supported the experience with an integrated campaign to raise further awareness and build momentum, turning Boxing Day, into #ReBoxingDay.