Participants’ objective of the IED Milano Lifelong learning course in Art Direction Lab was to get the company a greater recognition of their mobile phone reconditioning service from the environmental point of view.
The group - made up of Mattia Gosetti, Lorenzo Lodi, Riccardo Palmieri, Patrizio Ranzani and Maria Assunta Zangone - started from a fundamental insight: people are more likely to act altruistically when they are shown a direct result of their actions.
In this case, the effectiveness of recycling old phones had to be demonstrated.
The group proposed a campaign to collect the various components of mobile phones used to repair goods of public use and recognizable throughout London also through the use of specific tags: from telephone booths to hydrants, means of transport and street lamps, their idea has thus given rise to a virtuous circle of great hype.
The project won the yellow pencil at the D&AD awards.