On My Way To Currys

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.

The UK was the world’s second-largest generator of e-waste in 2022 producing an average of 23.9kg of electronics waste (mainly IT and telecoms items) per person, according to one recent study.

As the country’s largest technology retailer, Currys is committed to helping its customers keep tech in circulation through its in-home and repair centre operations and to dispose of unused items sustainably through a combination of awareness-building and incentives. Last year, Currys collected almost 60,000 tonnes of redundant technology across the UK and Ireland, meaning 1.3 million individual units which were either bound for landfill or a life of collecting dust in cupboard drawers were proactively recycled.

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.

On the day of the shoot, the motorised props were released on an unsuspecting public and people’s natural and authentic reactions captured. The end result is cheeky and fun.

The campaign, which will run on social and online from March 10, coincides with Currys major trade-in event launching on February 01 and running until April 25.