Kingfisher: Circulation

Marketing Campaign

THE CLIENT

Kingfisher is a pioneering mobile experience B2B company who partners with telecommunications companies and carriers globally to manage the end-to-end device refurbishment, recovery and recycling ecosystem.

TL;DR

Kingfisher wanted to raise awareness for the lack of a sustainability solution for the telecommunications industry, and how their business offering could be the answer to a more accountable and sustainable operations model.

PROCESS

LAYING A SOLID FOUNDATION FOR CIRCULAR INNOVATION

Industrial experts adopted a collaborative yet disruptive approach to convince the adoption of a new operational model. To develop a campaign centered around the circular economy and mobile phone ownership, we began by laying a solid foundation. Before diving into campaign development, a lifecycle carbon analysis of the operations was conducted. With these insights, we proceeded with our CUSP (Compelling Unique Sustainability Proposition) strategy—a framework similar to a sprint but specifically designed to crack sustainable marketing. AKA How do you convince an industry built on launching new phones to extend the life of old ones?

Jussi Solja, Copywriter Norway
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THE SUPERSTARS

Adam Lowe, Copywriter
Antti Toivonen, Managing Partner
Cocoa Films, Production Studio
Elgin Quek, Editor
Jamie O'Brien, Copywriter
Jenson Lee, Editor
Joanne Sim, Producer
John Grant, Sustainability Strategist
Marko Vuorinen, Copywriter
Niks Rusin, Art Director
Poppy Butcher, Public Relations
Ralf Waterfield, Industrial Ecologist/Sustainability Field Expert
Rudino Kassim, Art Director
Serene Chiu, Content Producer
Shi Ho, Client Partner
Sun Effects, Activation and Sculpture Design
The Social Arm, Social Media
Werkz Solutions, Event Assets Production

THE CREATIVE SOLUTION

Crafting a bold Global movement

We launched Circulation, a movement that shows the real value of phones in their 2nd, 3rd, and 4th lives. Through art and insight, we disrupted B2B norms, showcasing the commercial, environmental, and experiential benefits of extending a phone’s life.

It kicked off with a whitepaper co-authored with GSMA, a keynote at Mobile World Congress Barcelona, and the unveiling of Circulation by Kingfisher—a 14m kinetic sculpture made from refurbished phones. These devices went on to aid tech inclusion with Deaftawk, proving that even in their 3rd life, they make a difference.

We took the concept of circulation public through bold PR, sparking awareness about the untapped value of devices in their 2nd, 3rd, and 4th lives—brought to life by the kinetic Circulation by Kingfisher sculpture.