Belong Asks are Calls With Your Uncle’s Forehead ‘Any Less Glorious’ With a Refurbished Phone?

Belong, Australia’s carbon-neutral telco, has partnered with Howatson+Company to launch a funny new campaign film pitching Second Life Phones, an eco-friendly alternative to purchasing a brand-new device, that sources the best-preowned smartphones, refurbishes them, and offers them at a lower price.”

The launch film, directed by Owen Trevor Black (Rabbit), subverts the tropes of typical phone launches, by humorously showcasing an old man’s forehead instead of the tech, to ask the question ‘why not consider life on a refurbished phone, which can be used in the same way as a new one?’.

Why not? Will the HD calls with your uncle’s forehead be “any less glorious” the copy humorously asks?

 
 

“Is the world web not as wide?” “Is the sea of memes not as deep?”

“Too many Australians believe mobile phones have no material impact on the environment than other things in their lives but in fact, every year, the world throws away around 44.7 million tonnes of tech,” said Belong Head of Product and Marketing, Aaliah Eggins-Bryson.

 
 

“This is why we’ve launched Second Life Phones; because the most sustainable phone is the one that already exists.”

All phones are restored by Kingfisher, across a multi-point check, “ensuring 100% functionality and battery performance at an 80% minimum of new,” said a release, adding that the packaging is 100% recycled and has been designed to provide the buyer with the same satisfaction of opening a brand-new device. On top of that, phone purchases from the Second Life Shop comes with a free Belong SIM card with $80 credit.

“It has been amazing to work as partners with the brilliant Belong team to bring this program to life,” said Howatson+Company Executive Creative Director, Gavin Chimes.

“We’re proud to be providing an alternative to unconscious tech upgrades. And when you consider what most of us use our phones for – brunch pics, baby spam, screaming goat videos – you probably won’t know the difference. But the planet will.”


Credits

Client: Belong

Agency: Howatson+Company

Founder/CEO Chief Executive Officer: Chris Howatson

Chief Creative Officer: Levi Slavin

Executive Creative Director: Gavin Chimes

Head of Production: Holly Alexander

Creative Directors: Jared Wicker, Elaine Li, Daniel Bolton

Design Lead: Reece Lawson

Group Business Director: Ollie Wearne

Business Director: Angela Lethbridge

Senior Business Manager: Maddy Phillips

Media Strategy: Howatson+Company

Media Trading: OMD

Production Company: Rabbit

Director: Owen Trevor Black

EP: Lucas Jenner

Assoc EP: Marcus Butler

DOP: Peter Eastgate

Casting Director: Felicity Byrne

Offline Edit: Arc Edit

Editor: Drew Thompson

Post EP: Daniel Fry

Post Production: White Chocolate

Grade: Fergus Rotherham

3D / VFX: Stage23

Sound Design & Audio Production: Rumble Studios

Music by Karl Casey @ White Bat Audio

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