Cracking recycled phone fear

McCann phoned in its latest campaign – and on faulty devices to boot.

Chile is the Latin American capital of electronic waste, with mobile phones accounting for 80% of the tossed-out gadgets. To help tackle the problem, the country’s top telco Entel launched a new recycling and repair service. But while customers are more than happy to dump their old phones, they’re less confident that reconditioned devices will work properly. So with the help of McCann Santiago de Chile, Entel shot a beautiful ad; and at the end, revealed that it had been entirely filmed on repaired mobile devices. As an idea, it was pretty faultless.