via Anja von Fraunberg W&V
Creation of the day
The world is drowning in electronic waste. Yet there is a pretty simple solution to this problem, as this new campaign by the startup Grover shows. It was developed by The Goodwins.
The timing was perfect and the attention guaranteed: On the fringes of the G7 summit, British artist Joe Rush presented an impressive artwork made up of thousands of pieces of electronic waste depicting the current heads of government of the G7 countries. “Mount Recycle more” is intended to draw attention to the immense damage caused to the environment worldwide by electronic waste. At the latest then, many a consumer who always wants to have the latest smartphone or the even faster laptop probably had a guilty conscience.
But this bad conscience doesn’t have to be the case, as the international campaign “Be a proud Renter” shows, which the agency The Goodwins developed for Grover. There is a modern and sustainable alternative to the electronics buying frenzy: Whether it’s a smartphone, laptop, drone or TV - at Grover you can rent the devices for as long as you really need them. That saves money and you always have the latest technology at your fingertips. How smart is that?
The protagonists of the campaign also come across as correspondingly cool, all of whom live in an ultra-chic villa and all of whom have apparently found the right answer to the question: “What do you really need to own in order to lead a fulfilled life - and what can you simply rent?” It quickly becomes clear: It's not owning technology that makes you happy, but what you can live with it.
“Grover is no longer a startup, but a pioneer for a new category. The new brand identity is meant to reflect this evolution into the future No. 1 for tech and anchor Grover in pop culture without losing its previous charm and coolness,” says Franka Mai, co-founder and head of strategy at The Goodwins.
The campaign’s films can be seen on social media and TV. A broad-based out-of-home flight extends the advertising presence into public spaces. Markenfilm is responsible for the implementation of the film, which was directed by the French duo Julien et Quentin. The music was provided by Massive Music Amsterdam, and infected handled the post-production.