A collaboration with artist James Dive.
The telecommunications industry’s mobile phone recycling program, MobileMuster, is taking stories of damaged phones into a campaign via Enigma.
Enigma collaborated with artist James Dive to create ‘Phone Death’ art installations in oOh!media out-of-home panels.
“The power of this work is in the engaging way it brings static media to life,” said MobileMuster marketing & communications manager Joel Murray.
“A wait at the bus stop becomes a branding and education moment - there’s no damage you can do to a phone that will make it un-recyclable, and MobileMuster is where you go to recycle old, broken phones.
“Enigma have come up with the kind of bold creative we’ve been looking for.”
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, according to MobileMuster.
“In a world that’s flooded with flat screen digital experiences, there’s something timelessly engaging about dimensional, mechanical works like these,” said Enigma CCO Simon Lee.
“The proof though, as they say, is in the pudding: minutes after installing the “phone crushing boot” artwork in Marrickville I watched a group of teenagers cluster around the panel to take a look.
“One of them pressed the button, and as the boot went to work on the end of its piston was heard to say: ‘this is actually cool’. Praise indeed!”
The next phase of the campaign will launch later this month, including social media ‘True Phone Death’ Stories - leveraging viral footage of phone failures, and an OOH campaign including large format roadside, street furniture and train station media, in close to 400 locations across Sydney, Melbourne, Brisbane and Perth.
“It’s in projects like this that our integrated Media and Creative offering really comes into its own,” said Enigma chief media officer Justin Ladmore.
“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.”
CREDITS
MobileMuster Marketing & Communications Manager: Joel Murray
Creative Agency: Enigma
Chief Creative Officer: Simon Lee
Creative Directors: Matt Ennis & Cam Brown
Strategy Director: Karl Bates
Executive Producer: Katie Hope
Managing Director: Jack Mason
Business Partner: Brendan Swansborough
Account Manager: Samantha Laidler
Media Agency: Enigma
Chief Media Officer: Justin Ladmore
Executive Director: Sally Lawrence
Senior Media Manager: Sophie Rivers
Production Company: Scoundrel/Studio Dive
Artist: James Dive
Producer: Charlie Taylor
Executive Producer/Co-founder: Adrian Shapiro
Artwork Construction: Yippee Ki-Yay
Poly, oOh!media’s creative and innovation hub
Technical Producer: Micheal McCarthy
Senior Producer: Maria Lentidoro
Production & Content Director: Richard Moore
oOh!media
Senior Business Leader: Cassandra Agnew
Business Manager: Daniel Decher-Reeves
Group Sales Leader: Jessica Nikolovski
