Too many people abandon brilliant phones just to upgrade to the latest device. This has led to 44.7 million tonnes of e-waste a year. To help, we worked with Belong to create Second Life Phones, an eco-friendly program that sources the best preowned smart phones, expertly refurbishes them and sells them at a great price. To drive purchase, we needed to show that the tech was so good, consumers wouldn't notice a difference. So, we created a launch film unlike any other, asking people to consider what they were really using their phones for. We then rethought the entire purchasing experience from packaging that felt like a new iPhone box to a seamless online shopping experience.