THE BRIEF

Design a PR campaign that positions Giffgaff as the go-to destination for refurbished phones — not by convincing people that refurbished is worthwhile, but by owning the conversation among those already looking. The goal: make "refurbished" and "Giffgaff" synonymous.

THE STRATEGY

Rather than leading with eco-guilt or cost-saving arguments, the campaign speaks to an audience that's already made up their mind. The tone is confident and energetic — this is a crowd that doesn't need convincing, just a clear signal of where to go. The visual language and campaign copy reflect Giffgaff's existing personality: bold, direct, a little cheeky.