Nokia recycles cellphones and puts back into use the material that is used to make them. Which is then used for manufacturing a wide variety of goods including household appliances. However, the popular though incorrect perception of Nokia's recycling initiative is that it is self-serving Nokia project to reuse old phone parts in new phones. The aim of this campaign was to right this misconception by directing the viewers to a site which detailed out the recycling process and view a video about it. And of course, to encourage people to recycle their phones.

The following are the recorded results of the campaign:Site Visits: 110,855 absolute unique visitors103,400 page views 124,554%New Visits 93.13%60 tonnes of phones and phone accessories were donated for recycling as a result of this campaign

The creative solution was to do a series of spots that dramatise the effect of using the recycled material from a cellphone to manufacture common household appliances. The spots showed the appliances displaying some of the distinctive characteristics of a cellphone. Not only did the creative solution communicate Nokia's recycling initiative, it also clearly set the context in which the recycled materials were being used.

There are many strengths of this creative execution. Although simple, the spots are very evocative. They clearly communicate as well as drive interest about Nokia's recycling initiative. Lastly, and perhaps most importantly, it clearly sets the context of what the recycled phones are used for, without being defensive or overt about it. Although this is not strictly a cellphone commercial, the message is being delivered from Nokia. Something that is reflected in the commercial.