E-waste in Sweden is projected to hit 74 million tonnes by 2030, yet recycling rates remain low due to limited awareness and convenience.

During Christmas, the peak sales period that drives e-waste, the largest electronics retailer in the Nordics wished to be part of the solution.

When most people put new products on their Christmas wishlist, Elgiganten decided to go against the grain and make their own: old e-waste.

This campaign was later adapted and used for Elgiganten’s 30th anniversary.

Creative & Copywriter

Publicis Groupe Sweden

Elgiganten AB

*Nominated: 100-wattaren: 100-Fattaren