To raise awareness of Vodafone’s ambitious target of connecting one million people living in digital poverty by the end of 2022; we built a standout retail activation that inspired the British public to give ‘The Gift of Connection’ by donating their unused digital devices to socially disadvantaged young people in the UK.

 To make donating old devices a contagious act; science told us that humans are influenced by witnessing the actions of others. Being Christmas-time, our #ReBoxingDay experience was an unmissable red Christmas present, custom-built using transparent LED panels (a UK first) that put passers-by at the heart of the donation process and displayed our campaign messaging. By seeing the acts of others, our Christmas present experience represented more than just a kind act, but helped Vodafone close the UK’s digital divide, giving disadvantaged young people access to jobs, courses, and mental health services.