︎PR
︎CREATIVE DIRECTION 
︎GRAPHIC DESIGN

Project Brief

D&AD New Blood 2024 competition entry for GiffGaff. The challenge: make GiffGaff the go-to destination for refurbished phones. Rather than downplaying the typical flaws of refurbished devices, we chose to celebrate them—transforming imperfections into desirable, personalised features.

Design Approach

Inspired by kintsugi, the Japanese art of repairing broken objects with gold to highlight their history and resilience, we developed a campaign that reframes refurbished phone imperfections as unique character. The concept positions scratches and wear as opportunities for customisation rather than flaws to hide.

The campaign targeted students and young professionals seeking affordable, sustainable tech choices—an audience that values individuality and eco-conscious consumption over pristine, mass-produced devices.

Tools

Adobe Illustrator, Photoshop, InDesign, Procreate

Campaign Elements

• Pop-up Event – Central London activation featuring Slawn, Nigerian-British artist known for provocative spray paint work, customising and repairing phones live into one-of-a-kind artworks
• Kintsugi Phone Repair Kit – First-ever DIY kit for consumers to embrace and beautify their device imperfections, initially gifted to influencers and celebrities, later available at accessible price points
• "Fixing London" Installation – Street-level activations decorating cracks and flaws in urban environments, designed to capture attention from passersby and generate organic media coverage

Deliverables

Campaign identity, social media assets, print advertising, product packaging, event branding, environmental graphics, merchandise

Outcome

A non-aggressive, culturally relevant PR campaign connecting refurbished phones with self-expression and sustainability—shifting perception from "budget compromise" to "conscious, stylish choice."