GiffGaff · Back to the City

OOH Campaign Concept
· D&AD Yellow Pencil

Back to the City makes phone recycling tangible by bringing it back into the urban landscape.

Art Direction Concept OOH Sustainability

Showing the impact of phone recycling by turning old devices into visible urban change.

D&AD New Blood Awards · Yellow Pencil Winner

The Yellow Pencil is one of the highest recognitions awarded by D&AD,
celebrating outstanding
creative excellence worldwide.

View the project in the official D&AD New Blood Archive .

OOH campaign concept showing a London street scene with a red phone booth filled with recycled phone components and highlighted urban repair message.

Campaign key visual featuring the 'giffgaff back to the city' headline over a city map background with multiple tagged urban locations.

Campaign visual showing a smartphone screen with a 'Phone hunt map' interface, multiple tagged London locations and a sign-up call to action over a busy city street background.

Campaign visual for step 2 showing a bright yellow 'Phone Bag' shipping package against the London skyline, explaining how to send old phones for recycling.

Campaign visual for step 3 featuring a large hourglass filled with phone components in front of Tower Bridge, symbolizing the deconstruction and repair process.

Campaign visual for step 4 showing a red London phone booth with a tagged repaired component, Big Ben and a red double-decker bus in the background.

Collage of user-generated social media posts featuring people interacting with tagged urban objects in London as part of the recycling campaign.

Collection of sponsored social media ads showing urban objects labeled as recycled phones, including a taxi, streetlamp and fire hydrant.

Creative Team

Maria Assunta Zangone → Patrizio Ranzani → Lorenzo Lodi → Riccardo Palmieri → Mattia Gosetti →

Tutorship & Academic Support

Luca Riva → Valentina Stucchi — IED · Istituto Europeo di Design →

Credits

Project: GiffGaff · Back to the City.
Award: D&AD New Blood Awards · Yellow Pencil.