Dropped on the dancefloor, left in the wash, or fallen into the ocean, phones meet their fate in all kinds of places.
There are an estimated 13 million broken and unused phones lying forgotten in drawers across Australia, and 96% of a phone’s materials can be repurposed. But awareness of why and how to recycle phones is low. The “However it Dies” campaign is designed to change this and help drive a new wave of recycling behaviour.
Collaborating with multidisciplinary artist James Dive, indie creative and media agency Enigma has turned those tales of the death and destruction of devices into a bold national campaign, transforming three oOh!media classic bus shelter panels into a series of “Phone Death” art installations.
These interactive mechanical art works dramatise iconic scenarios where phones meet their untimely end, from a dance floor, to taking a spin in a washing machine and a dip in the ocean. Each installation is placed tactically in a contextually relevant location – near nightclubs, inner city laundromats and the beach.
Adds Enigma Chief Media Officer Justin Ladmore: “It’s in projects like this that our integrated Media and Creative offering really comes into its own. Bringing this campaign into the world has required seamless collaboration between our two teams, oOh!media and POLY who played an invaluable role in helping us integrate these artworks into standard outdoor panels.”
