The smartphone market is dominated by a few huge global players, caught up in a continuous specs battle, seducing consumers to switch to new phones.
While the new Fairphone 3 specs are on par, it has an important story to add: next to what a phone can do, it also matters how a phone is made.
Unfortunately, this is a complex and often negative story about pollution, superfluous waste and poor working conditions. How can Fairphone tell this uneasy story of consumer electronics, while selling its new phones to a larger, ‘lighter green’ audience that have never heard of Fairphone before?
Approach fairness as an important spec and weave in a positive story of caring for people and planet. This gives Fairphone an optimistic and human vibe, without avoiding discomforting facts.
Instead of using typical NGO language, the campaign stays within the smartphone category but uses a more personal, human voice to address both consumers as well as the industry at large. With statements such as “If your phone doesn’t care about the planet, it’s not that smart” , “Now available in three colours – fair, honest and transparent” and “All phones have brains, this one also has a heart” the creative pays tribute to the phone’s fair specs without becoming too technical about it. The visual style brings human optimism to a rather heavy topic, while always keeping the product front and center – a transparent Fairphone 3 covers all campaign imagery, a nod towards one Fairphone’s core values.