The primary aim of the advert was to encourage viewers to sell their old mobile phones at Giffgaff.com/Recycle. When reviewing the brand, it became clear that the existing relationship that Giffgaff has with its customers is built on an easy-going, relaxed tone of communication. It was important during my development that although on the serious subject of environmental responsibility, that the established brand image and customer relationship isn’t compromised. In order to retain this relationship, it seemed most appropriate to communicate the concerns in a playful and informative way. An animated news broadcast seemed to be an effective embodiment of both the formality of Giffgaff’s environmentally considerate agenda and also the playfulness and judgment-free tone expected by customers.