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Currys: Take Matters Into Its Own Hands
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Old electronic appliances left languishing in cupboards in homes across the UK spring to life and take themselves to Currys to be traded in and recycled in a new campaign by AMV BBDO and Spark Foundry, designed to help reduce the volume of e-waste going to landfill. This new trade-in initiative, which is part of Currys' broader sustainability strategy 'Long Life Tech', needed a campaign to motivate action that was neither preachy nor overly complicated. The response is a simple, warm and playful campaign in which e-waste comes to life. In a series of spots – one 60-second, three 30-second and three 15-second – familiar appliances including an old TV set, a vacuum cleaner and a mobile navigate UK high streets to reach their nearest Curry store – much to the confusion and amusement of onlookers.
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