Our creative idea: NEW IS OLD.

A long-term creative platform designed to demonstrate that choosing 'old' over 'new' is a source of progress. As the brand, category, and consumer adoption evolved, we brought the idea to life in different steps and layers.

Year #1: Clarify the "contract of refurbished." Using humor, we acknowledged that refurbished tech has minor "imperfections" but emphasized that it's not just cheaper—it's a smarter way to spend money.

Year #2: Add an emotional layer. We asserted the brand's vision, challenging consumers to free themselves from 'new.'

Year #3: Make refurbished foolproof. With our distinctively quirky and entertaining communication, we demonstrated – through 10 different ‘reasons-to-believe’, including its positive environmental impact – that buying refurbished is better for everyone, and for the planet.

And each year, we challenged consumers during traditional consumerism events like BlackFriday, seasonal sales, and Christmas... or even new iPhone launches, with provocative campaigns.